A trial established in 2003 at Upper Moutere in Nelson, New Zealand, was used to evaluate the effect of mussel shells as reflective mulch on Vitis vinifera L. cv. Pinot noir vine performance and fruit and wine quality. Shell mulch had several effects on the environment and vine growth as well as grape and wine composition in the 2006/2007 season. Soil under mulch was cooler compared to un-mulched control, but buffered the extremes in temperatures. Fruiting zone temperature over shells was slightly higher during the day and cooler at night, showing no effect on mean hourly temperature. Shell mulch reflected greater amounts of UV-A, UV-B and PAR radiation into the fruiting zone. Shell reduced weed growth compared to control. Leaf petiole and blade samples showed higher amounts of calcium compared to control. Leaf SPAD values were higher in the shell treatment during veraison, previous and postharvest, but lower post budburst. While date of budburst was not affected by treatments, dates of flowering and veraison appeared to be slightly advanced over shells. Fruit set was similar between treatments and was considered poorer in shell bunches due to a larger population of seedless berries. Vine growth was not affected in terms of the number of nodes laid at pruning, flower cluster and shoot number pre shoot thinning, early shoot growth and lateral shoots development. Vigour was not increased by shells as demonstrated by pruning weights, canopy density and trunk circumferences being similar, though internode lengths in shell shoots were greater in 2007 and lower in 2006. Berry weights, bunch weights and vine yields were lower in shell than control, though greater berry numbers were recorded. There were slight differences between treatments in fruit and wine composition. Grape pH only varied in the middle of the sampling time, being higher the 2nd week and lower the 3rd week in shell grapes and TA was greater at harvest time. However, °Brix was only higher in shell grapes in the middle of the sampling period, being similar to control at veraison and harvest. Peduncle lignification was delayed at veraison as well as at harvest time. Shell must after crushing was greater in Brix but similar to control in pH and TA. Similarly, shell wines pre bottling showed higher alcohol and no differences for pH and TA. HPLC-DAD analyses of commercial-scale and microvin wines showed consistent differences of the individual flavonoid composition. Shell microvin wines were greater than control in quercetin and resveratrol. However, commercial shell wines were lower in epicatechin, gallic acid, resveratrol, and catechin than control. Leaf phenolic composition was also different between treatments. However, further analyses by HPLC-MS in wines as well as in leaves are necessary to identify individual compounds. Total anthocyanins and total phenolics were no different between treatments. Sensory analyses of microvin and commercial shell wines exhibited consistently lower levels of green and unripe tannins, and greater smoothness and complexity as well. Further analysis by GC-MS and HPLC-MS is warranted. Shell mulch improved sensory characteristics of the resulting wines.