Greyrock is focused on the production of super premium New Zealand wines and maintain the highest standard in environmentally sustainable viticultural and winemaking practices. This contributes to the production of handcrafted wines which reflect the unique characteristics of the vineyard regions.

The Greyrock, or carved stone, featured on the label is hand carved by Hawke's Bay artist and sculptor Ema Scott. It is carved from a local stone called Onewa in Maori or more commonly referred to as Greywacke in English. Onewa is commonly found throughout New Zealand and particularly in regions such as Marlborough and Hawke's Bay that feature the large dry river systems on which many vineyards have been planted. The carving on the stone is known as the Koru and represents New Zealand's national symbol, the unfurled fern leaf.