New Zealand wineries are looking to target the high value US market in the next five years with sales expected to reach NZ$241 (US$m) by 2005/2006. Sales in 2000/2001 were NZ$40m. While the UK remains the most important market in terms of volumes, Institute chief executive Philip Gregan said: "The value of returns we are getting from the United States is looking to better the UK sales."