The Beautiful South 2014 - A post event break-down

Thursday, 2 October, 2014
Lydia Coetzee - Beau Joubert
This year I was a first time attendee of The Beautiful South held in the London Olympia a few weeks ago. Having done other shows with WOSA in the past, I went in thinking I knew what to expect, but I was pleasantly surprised.

In between meetings and tastings I managed to jot down a few thoughts on the show; comments from South African exhibitors around me; ideas on how to prepare even better next time around: 

WOSA’s influence.

Wines of South Africa have changed quite a bit over the last year or so - their team has become slightly younger; a tad more involved; more approachable. Thus the shows were smoother.

A personal visit from a WOSA representative to each stand asking if there is anything that we need was a welcomed touch. The preparation and contacts given before-hand were of much use in sourcing importers and agents.

Free WIFI provided to visitors and exhibitors was greatly appreciated, that way between meetings and tastings I could catch up on some emails.

An added treat were the meal vouchers - granted you had a choice of sandwiches or wraps and cool drinks and coffee but that lunch goes a long way when it’s nearly R20 to the £1.

Thoughts on South African wines. 

On my stand and other South Africans in my little row of the hall, feedback was positive. Generally our red vintages are on 2009/10’s and this seems to hit the spot with Europeans. Our fresh whites never fail to impress even the toughest Englishman.

Quite a few visitors commented on how much South African labels and packaging has changed over the last few years - “Striking”, “unique” and “beautiful” were just some of the words I wrote down as I listened to guests tasting through several South African wines.

Why should you as a South African producer attend?

Simple, networking!

Shows such as The Beautiful South give you the opportunity to meet and choose the right importer and agents to work with your brand. If your brand has an importer then this is your opportunity to show your support and help drive business for them. A happy importer is the one who already has someone to sell to.

You also get a buyer's attention; not only does he get to taste your product with you, but he gets to experience the passion that backs your brand. 

5 tips for a successful show.

1. Plan ahead – Reach out to the contact list that WOSA provides. Add personal touches, not just a generic mailer. Read up on your target audience and what they will be looking for/ focussed on. If your product doesn’t fit into that slot, move on.

2. Schedule meetings – Once a buyer/importer/agent responds to your mail jump on it, lock them down for a one-on-one tasting. This is where your real business comes from.

3. Send someone who knows your products, the farm, and the pricing off by heart – This seems obvious, but trust me when I say it’s painful watching someone being asked technical questions and seeing them thumb sucking it. If you aren’t sure, take print outs of notes and tech sheets with you.

4. Pretty-up your space – Take wine racks, pourers, a cloth to dry the bottles you keep in ice. A neat stand goes a long way.

5. Take notes – when someone hands you their card after they have tasted with you, write down everything you can remember. The more information the better. What they tasted, what they liked, what they didn’t, where they were from and any and all comments made. This makes follow ups after the show so much smoother.

The Beautiful South 2014 was a good show, well organized and with a good number of visitors. I plan to sharpen up my planning skills and look forward to attending this show in 2015.

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