In 2006 KWV launched their The Mentors range, which
focusses on the production of interesting and experimental wines in small
volumes. These wines are area-specific and unique blocks in various regions
across the Western Cape are identified for the making thereof. The range
currently consists of 15 wines, with the Sauvignon Blanc/Sémillon 2013,
Verdelho 2013 and Cabernet Sauvignon 2012 being this year's new additions.
During a tasting of the current vintages Izele mentions
that, as the name indicates, KWV's The Mentors range aims to teach consumers more
about wine. Although the range includes favourite and familiar cultivars, she explains
that they also intend to show that there is more than Sauvignon Blanc and
Chardonnay to choose from.
Sales of the KWV The Mentors Sémillon is slowly picking
up, but Izele explains that it is a hand-sell product through and through. “Niche
cultivars need more marketing; we have to give consumers exposure to everything
that is available and teach them more about these wines,” she says. “A white
wine like Sémillon has very good ageing potential. Yet this is something
consumers still do not fully understand, they have the perception that white
wine must be consumed young.”
Misconceptions is a common problem in the industry and
one category that particularly suffers from it is white blends. Izele explains
that consumers generally prefer to see the cultivar names, rather than the
words White Blend on labels. “Consumers often regard white blends as 'cheap
wine' – this is a perception problem and possibly stems from bad experiences in
the past,” she says. This is why the new KWV The Mentors white blend is instead
branded as Sauvignon Blanc/Sémillon.
The same applies to cultivars like Cabernet Franc and
Petit Verdot, where previous tasting experiences often deter consumers from
trying the wines again. Izele considers Petit Verdot a very important cultivar
in South Africa and she believes that certain parts of the country is ideally
suited to the production thereof. “Consumers do not understand the cultivar
however, and we have to do much more to inform them,” she says.
“We must get consumers more involved in the industry and
make wine more accessible. Producers and marketers have to present more
tastings and share the wine stories with a wider audience. In-store promotions
and wine education classes are other ways to convey the message and increase
the exposure to consumers,” she says. “Look at the success of cooking shows
like Kokkedoor and Masterchef – why can't we do something
similar in the wine industry?”
Although South Africa's versatility often contributes to
consumers' confusion – with ever more options to choose from – it is also one
of our strongest attributes. “South Africa is in the unique position of
producing a style somewhere between the new and old world, and our wines can
confidently compete against the rest of the world. Our diversity is what makes
us unique,” says Izele. “The quality and diversity is there, now we just have
to spread the message wider and better.”
“It is the responsibility of every single person in the
industry – winemakers, marketers, sommeliers, wine writers and even wine lovers
– to inform and educate consumers on all aspects and dimensions of wine,” says
Izele. As the saying goes: knowledge is power – and by empowering consumers we
can turn wine drinkers into wine lovers.