Touring to Johannesburg, Durban, Port Elizabeth, Nelspruit and now also Pretoria between May and November, the three-day consumer wine expo takes an inclusive approach to wine and hosts hundreds of South Africa’s premium producers at their own stands, pop-up theatres and a series of interactive tastings hosted by industry experts and wine personalities.
“Pretoria is experiencing a wine revolution with many new wine-related events regularly popping up on the local landscape,” explains Douglas. “Menlyn Park Shopping Centre presents the ideal location and attracts nearly 1-million in monthly foot traffic.”
Well-located venues and a well-resourced marketing plan have become a tried and tested formula to attract the serious wine-buying public to the shows. “Across regions our exhibiting wineries and producers consistently commented that sales increased from previous years; in many instances some producers even sold out,” explains Douglas.
With a focus on consumers buying directly from wine producers sans any mark-up from the event organiser – the only national touring consumer wine expo to do so - the TOPS at SPAR Wine Show has carved a name for itself among both the casual consumer and connoisseur wine drinker as a key calendar event. “We strive to make the show’s atmosphere welcoming and warm while retaining a quality expected from a show of this stature,” says Douglas. “Which is why we have launched an inaugural theme for the event in 2016; The Greatest Show Unearthed.
“The show celebrates the diversity of wine; from its humble origins in the Western and Northern Capes, the talented producers who work tireously with nature to create world-class vintages and cultivars, the history, romance and nostalgia linked to wine-making as an art form as well as the synergy with quality food. The Greatest Show Unearthed will channel a vintage Moulin Rouge/Burlesque experience while expertly blending hundreds of fine wine exhibitors, edu-taining activities, food and festivity”, says Douglas.
The Greatest Show Unearthed theme will be delivered across all marketing, media and sales platforms as well as at the live events themselves.
A new tiered exhibitor pricing model has been introduced in 2016 allowing for a broader range of wine producers to participate in the show on any budget. Commensurate with size and position, exhibitors are given the option of a Platinum, Gold or Silver stand.
“It is the intention of TOPS at SPAR to become a meaningful contributor to the consumer conversation around wine - amongst others including the actions of Referral, Recommendation and Education” says Group Liquor Manager for the SPAR Group, Mark Robinson. “As such the TOPS at SPAR Wine Show provides an ideal platform to achieve all of these objectives and more. Further to this, TOPS at SPAR wishes to establish itself as a key role player, influencer, and strategic stakeholder in the maintenance of the well-being of the South African Wine Industry”.
The first event kicks-off in Johannesburg on 12th May. To book a stand contact Tristan Richmond e:tristan@wineshow.co.za or t: 021 824 3132.
2016 TOPS at SPAR Wine Show dates:
• 12th – 14th May: Johannesburg, Sandton Convention Centre
• 2nd – 4th June: Durban, Sibaya
• 4th – 6th August: Port Elizabeth, Boardwalk
• 25th – 27th August: Pretoria, Menlyn Park Shopping Centre
• 24th – 26th November: Nelspruit, Emnotweni