Su Birch |
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| Michael Jansen & Matthias Richter of MACROM |
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| WOSA AGM provides valuable feedback on global wine market |
| 02 December 2005 by Sara de Villiers |
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| A very encouraging turnout of producers and members of the trade and media attended the Wines of South Africa (WOSA) AGM this week at Kleine Zalze wine estate in Stellenbosch. This event serves not only as a report back on the year?s activities, but as an extremely valuable information session for the entire industry. Sara de Villiers reports. |
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In general the year?s activities were very successful said WOSA CEO Su Birch. Highlights included the London Wine Trade Fair and Prowein, the inaugural Mega Tasting, the launch of the Biodiversity and Wine Initiative (BWI) and the excellent local and international media coverage. The overall response in a customer satisfaction survey on WOSA services such as the marketing newsletter, web site and seminars was ?good? to ?excellent?.
'The BWI is an awesome achievement and something we all have to embrace,' said Birch. The venture provides a new visual language for the industry. Words such as 'renosterveld?, ?fynbos? and ?Cape Kontrei Cuisine? describe the uniqueness of our rich natural and cultural heritage.
Although Cape Wine is fully booked for next year, the format has been tweaked to add more value for exhibitors and visitors. The show will include the Celebrate Cape Kontrei Cuisine event in the Company Gardens as well as a Biodiversity conference. In its commitment to empowerment and transformation WOSA offers training programmes for wait staff, tavern owners from Soweto and candidates in Germany and the USA.
WOSA?s Swedish representative Maja Berthas highlighted the phenomenal success of brand South Africa in Sweden. Berthas meets regularly with importers to discuss strategies and works closely with Swedish wine clubs to promote South African wines. Recent events include a Pinotage road show, a chocolate and SA wine tasting and a South African theme week in Stockholm. 'The feedback on all these events has been tremendous,' said Berthas.
Michael Jansen and Matthias Richter from MACROM, a European marketing research company, presented a fascinating evaluation of the European markets, aimed at the positioning and future growth of South African wines. 'Now that your wines have achieved such quality, the next battlefield will be in the markets,' said Jansen. Countries such as the UK and Sweden have proved they are target markets or ?hot spots? for SA wines, but we need to focus on emerging markets such as Russia and the Ukraine, where an increasingly wealthy sector are investing in luxury items, including wine.
Rory Callahan, WOSA?s representative in the USA highlighted the challenges in keeping in step with the changing USA wine market. Recent research indicates that although only 11% of US adults consume 88% of all table wine, Americans are buying more wine and spending more money on it. 'It?s this ?American paradox? that makes it confusing for newcomers,' explained Callahan. Web sites which track ?who is selling what wine and where? such as www.wine-searcher.com and wine blogger virtual tasting rooms are potent marketing tools.
James Murray, Exhibition Director of the London International Wine & Spirits Fair, discussed the future of the fair and offered practical advice for exhibitors. 'I don?t want the Fair to be the biggest, but rather the number one business exhibition for wines and spirits in Europe,' said Murray.
'On a strategic level the Mega Tasting held in London this year was a very clever event and a huge statement for South African wines in Europe. I think the entire industry sat up and paid attention after such a bold move,' commented WOSA?s UK representative Sophie Waggett in her report-back. Although the tasting will move to a bigger venue, it will become a bi-annual event, alternating with a three or four city European tour. |
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