While the Western and Northern Capes are the country’s most prominent producers of wine, it is Gauteng that is its biggest consumer. Connecting these wine lovers over three days annually each May is The TOPS at SPAR Wine Show. Gearing up for the launch of its 11th consecutive year - which will channel a vintage burlesque theme for 2016: The Greatest Show Unearthed - South Africa’s favourite consumer wine expo has enjoyed a year on year increase in visitor numbers and turns over in excess of R4m in wine sales for participating wine farms – all of which goes straight into producers’ pockets.
Andrew Douglas, The TOPS at SPAR Wine Show Organiser says, “We don’t take a percentage of revenue so there are no hidden sales costs. The fee to exhibit remains fixed and starts for as low as R7,250 per stand including all octonorm shell scheme, carpeting, furniture, power/lighting, a stylish fascia name board and a large format panoramic backdrop using images provided by each producer. Given that producers often sell-out during the show, they have a great chance to make a decent return – providing they have enough stock.”
He goes on to say that the exhibitor to visitor ratio is a major contributing factor to great sales and the number of stands available per region will always be capped. “In Gauteng for instance we will host a maximum of 100 exhibitors to ensure a fruitful show for all participants.”
Visitors also buy directly from the producer, the only show of its kind to do so. “We want to connect exhibitors with the public as much as possible; this includes owning the sale well after the tasting experience at the stand,” explains Douglas.
Exhibitors are encouraged to profile their estates or branding at their stand too as, collectively, it showcases the stunning beauty of the Winelands to an audience who don’t get to see vineyards every day. “We produce iconic backdrops for each exhibitor at our cost, as well as dress the venue with interactive wine paraphernalia that invites visitors to engage with wine in a more visual and tactile way.”
In so doing, the wealth of wine tourism opportunities that many producers offer are also promoted. “Exhibitors can market their other ventures such as wine estate accommodation, olive oil or brand home events. Today wine is so much more than what is in the bottle; it’s the romance and nostalgia, the culture and the lifestyle….it’s the full atmospheric experience,” says Douglas.
They’re also invited to present in one of two popular Wine Theatres. “Running throughout the show, these 25-minute sessions provide an intimate platform for wine-makers to interact with visitors in a captive yet unintimidating and fun environment,” concludes Douglas.
Following the year’s first show in Gauteng between 12th and 14th May, it moves to Durban from 2nd June, PE from 4th August and, for the first time, Pretoria from 25th August. It ends with its grand finale in Nelspruit from 24th November.
For more information or to book a stand visit www.wineshow.co.za or contact Tristan Richmond e:tristan@wineshow.co.za or t: 021 824 3132.