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Orange River Cellars join new era in SA wine distribution

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in the news » Orange River Cellars join new era in SA wine distribution
published on: 22 February 2012      source: Orange River Cellars
 
Orange River Cellars is set to extend the reach of its products into the black market nationwide. The Northern Cape winery has joined a unique working relationship between the South African Liquor Traders Association (SALTA) and nine other wine brands.
Saint Danté Joint Venture, named after Saint Madlala, president of SALTA, and Danté Lotter, director of The Lads Wines from Paarl in the Western Cape, aims to promote various wine brands in the black market through innovative distribution channels and inclusive marketing. The vision of the Saint Danté Joint Venture, which was launched in Johannesburg last week, is to create a sustainable distribution channel for quality wine brands to liquor establishments which are members of SALTA, which as 450 000 members nationwide.

According to Koos Visser, marketing manager for Orange River Cellars – one of the 10 wine brands incorporated in the Saint Danté Joint Venture – this new level of co-operation between the local wine industry and the black liquor traders represents a new era in South African wine marketing.

“Saint Danté is the culmination of years of market research and study into distribution and consumption patterns in the black market,” says Visser. “The understanding of the market is complemented with SALTA’s direct reach into taverns, restaurants and other hospitality establishments. Orange River is tremendously honoured to be part of this innovative approach into South African wine distribution and look forward to introducing our wines to a sector of the population literally crying out for wine, wine-related information and a slice of the wine culture. This we are only too happy to supply.”

The Saint Danté joing venture will empower liquor establishments with wine knowledge and help them in the process of sustaining their ventures. These establishments will also be supplied with wine education and training as well as strategic marketing plans.

Saint Danté was established after discussions and negotiations with Mr Madlala following thorough research in brand development as well as ethnographic market research over a period of twelve years. This research was done by Eion du Toit, one of the directors of The Lads Wines and a wine industry leader in ethnography research.

Du Toit’s research and discussions established a need for co-operation and interaction between the executives and members of SALTA and the farmers, owners, winemakers and marketing directors of farms.

Research among black wine consumers found a need for a wider range of wine than the current offering. It has also determined that wine is seen as a status product and that the black middle-class is increasingly migrating to wine and wine products.

These ten wines in the current Saint Danté portfolio will be distributed to and marketed at SALTA’s members and their establishments. Marketing will take place at SALTA’s various congresses and branches as well as in establishments including liquor stores, liquor spaza shops, taverns, licenced shebeens, Cheza Yamas (braai shops) and lifestyle centres.

The ten farms and cultivars that form part of Saint Danté are: Blaauwklippen, Boland Cellar in Paarl, Imbuko Wines, Longridge Wines, Raats Family Wines, Simonsig Wine Estate, Swartland Winery, Ten Chapters and Villiera Wines in Stellenbosch.

The responsibilities of The Lads Wines in the joint venture will be the sourcing, marketing and distribution of quality wine products, distribution of wine products to outlets and to advise establishment owners on wine in general.

The Lads Wines will also assist establishment owners in marketing wine, help in the training of owners, waiters and other staff, assist establishment owners who are interested in producing wine or want to obtain a stake in a wine brand.

SALTA's responsibilities will be to ensure that The Lads Wines is the official supplier of wine to SALTA and its members, to facilitate access to members, assist in marketing products to members, to assist in storage of wine, and to diligently promote, condone and market the wines to be supplied by The Lads Wines via the Saint Danté Joint Venture.
 
 
Comments comments < hide 3 comments > COMMENTS add a comment
  Congratulations!  - Kobus Louw - 2012/02/22 06:14:50 AM
To all involved - congrats and the best of success!
  Faaantastic!  - Richard - 2012/02/22 09:38:54 AM
Looking forward to seeing more Orange River Cellars enjoyed after a few bottles of 'Zamalek' soon. Good luck guys:)
  orange river cellar  - teboho - 2012/03/04 09:31:01 PM
KEEP ON KEEPING ON........

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