Launch of Jo’burg Greatest Show Unearthed a superb pourformance

Tuesday, 24 May, 2016
Andrew Douglas
21 000 bottles of wine consumed or sold at annual TOPS at SPAR Wine Show.

A beautiful stilt-walker, pop-up Supertaster theatre and the undisputed star of the show – fine wines – were just some of the highlights of the first Greatest Show Unearthed, the TOPS at SPAR Wine Show’s vintage-themed national tour that opened its doors on Thursday 12th May at the Sandton Convention Centre.

Welcoming thousands of visitors to the show over the course of three days, it was a non-stop line-up of wine tasting, talks and theatres set against a backdrop of velvet drapes, dressed-up ushers and hosts and lots of Lights, Camera, and Action.

Andrew Douglas, the TOPS at SPAR Wine Show’s Organiser says, “Considering a heavily congested six week wine calendar in Johannesburg, we were comfortable with the turn-out at our first event of 2016. Amplifying our theme, we provided a unique experience where wine, in all its glory – from the Garigiste producer to the revered exporter - was the main act and where visitors could engage with producers to learn more about their estate, style or complementary products like olive oil, gin and honey liqueur in a fun and festive atmosphere.”    

And of course to taste and buy wine. Which, according to managers of the Aramex Wine Vault, they did. 21,288 bottles to be exact. Of which the most popular varietal was Sauvignon Blanc.

All 151 brands that were on show were available for purchase from the stand on tasting. “We’re the only show to do this, and it allows the exhibitor to reap the most benefit and value from their participation.”

Of the wine-loving visitors who attended, data collected at the show revealed that 45% were between the ages of 30 and 50, 64% were female and over half earn an income of over R35k per month. 96% of those surveyed also said they’d return to the show in 2017.

“Our marketing efforts focused extensively on engaging a higher income wine lover. We dropped 40 000 post-box flyer drops in surrounding suburbs to Sandton, shared emailers with our database of 200,000, generated over R9-million worth of free editorial through media and blogger relations and activated 127 TOPS at SPAR stores across Gauteng,” says Douglas.

This is in addition to its long-standing partnership with Talk Radio 702, 70m billboard and street pole ads campaign.

Besides everyday wine fans, wine aficionados were also engaged by targeting wine and dinner clubs, wine societies and hospitality associations. And strategic partnerships with The Cape Wine Academy and Great Wine Capitals of the World were also initiated, in addition to its exclusive relationship with TOPS at SPAR, its headline sponsor.

“The wine industry has a diversity of stakeholders. We consider ourselves a catalyst of sorts; an independent platform that is intent on driving mutually beneficial collaborations to better raise the profile of South African wine and wine culture among consumers outside of the Western Cape,” concludes Douglas. 

Jo’burg was the first of five events. Up next is Durban between 2nd and 4th June. To book a stand please contact Tristan Richmond on tristan@wineshow.co.za / 021 824 3132 or Maryna Strachan on maryna@wine-extra.co.za / t: 084 477 4645.