According to Kobus Burger, proprietor
of Rietvallei Wine Estate and chairman of the Robertson Wine Valley, the real
importance of a wine festival lies much deeper than providing a great event
measured in numbers of visitors and bottles of wine sold.
“From a wine producer’s
point of view - and here I speak on behalf of Rietvallei - festivals such Robertson’s
annual Wacky Wine-weekend have far-reaching spin-offs which contribute to the
sustainability of our entire region,” he says. Reasons for this are twofold.
“Firstly, a great regional
wine event or festival creates a relationship between that region as a whole
and the local and international wine markets. The Australians have a great term
for this: ‘Emotional take-out.’ What this means is that returning to their
respective towns and cities, visitors to our region have fond memories
(hopefully!) of their time at Wacky, or any other festival we put on in South
Africa.
“In our case they think and
remember Brand Robert and carry it with them as a result of their experience
here. And although it might be some time before they visit the region again,
their connection through a positive experience will lead them to support the
region and our wines when making their purchases in-store of ordering wine at a
restaurant.”
Burger says the same applies
for the numerous festivals held in other parts of the Cape winelands such as
Stellenbosch, the Breedekloof and Hermanus.
“This top-of-mind link
through positive relationships is more important than any money spent on any
marketing budget can buy,” he says. “This also places a huge responsibility on
us as producers to ensure that what we offer is top-drawer and of the best
standard, without compromising our well-known platteland hospitality.”
Which brings us to the
importance of wine shows to the producers themselves.
“One very positive spin-off
is that a large-scale wine event has underscored the importance of co-operation
and teamwork. We all know the saying: A chain is only as strong as its weakest
link. The success of any wine festival lies not at the door of one, two or five
producers, it is achieved by all the producers working together for the good of
the regional brand.”
He used last month’s
Robertson Wacky Week-end as an example. “It is thus great reading about how
successful the week-end was, and how many thousands of visitors attended. But
the real success is that over the years this event has taught us the importance
of teamwork in nurturing our great brand and region in a unique and original
manner. And no-one can take that away from us.”