The man killed in Saturday's head-on Gibbston crash has been named as Outrega Anderson.

Outrega, known as Tré, was head butcher and master charcuterie at Royalburn Station, the alpine farm owned by Nadia Lim and Carlos Bagrie.

"We are utterly devastated to have lost our dear, dear friend and colleague Tré yesterday," they said on Facebook.

"Taken far too soon, words cannot convey how much our team loved this beautiful man."

They described him as an "old, wise soul, kind, humble, and always the calm in the eye of any storm".

Anderson, who was in his late 40s and grew up in Southland, was also an industrial designer, artist and chef.

He graduated from Victoria University of Wellington with a Bachelor of Design, Photographic Design, and worked at Queenstown winery restaurant Amisfield for more than 10 years.

"It pains us so much to think we will never hear your hearty laugh or see your infectious smile in person again," the Facebook post continued.

"We will miss so much you mate, until we meet again."

Emergency services were called to State Highway 6, near the Crown Range turn-off, shortly after 7.30am on Saturday.

The crash involved two vehicles and the other driver was taken to hospital in a serious condition. Anderson is understood to have died at the scene.

Police have launched an investigation. The Serious Crash Unit attended the scene and the road was closed until early afternoon, with diversions over the Crown Range.

Police issue holidays plea

Police are urging everyone to take extra care when travelling the roads this holiday season.

They will be maintaining a highly visible presence on major highways throughout the country this summer, in an effort to encourage good behaviour.

“Expect to see Police patrols anytime, anywhere,” Director of National Road Policing Centre, Superintendent Steve Greally says.

“Our staff will be out on roads, often in locations you least expect us to be. So please take your time and drive to the conditions.”

Greally says the same things are killing people on NZ roads.

“Speed, alcohol, drugs, distraction and unrestrained drivers and passengers are still the main causes of death and serious injury.

"If you are caught this summer to be breaching any of the behaviours above, you should not expect a warning.”