Rave reviews from exhibitors, public at seventh PE TOPS at SPAR Wine Show

Thursday, 18 August, 2016
Andrew Douglas
Despite a jam-packed events calendar in the Bay in recent weeks, Port Elizabeth wine lovers turned out in their droves to enjoy the latest incarnation of The TOPS at SPAR Wine Show, the annual wine exhibition that returns to PE every August.

Sharing its vintage-inspired Greatest Show Unearthed theme with show-goers, it recorded over 4 300 visitors through its doors between 4th and 6th August, an increase of nearly 40% on previous years.

“Traditionally PE has been well supported from a visitor and sales perspective, and 2016 was no different,” says owner and organiser, Andrew Douglas.

Recording 12 421 bottles purchased and tasted from over 70 brands, the event not only entertained the crowds with its line-up of tutored tastings and talks at the Weekend Post Wine Theatre, performance artists and entertainment and a pop-up Book & Wine stand in collaboration with local book store, Fogarty’s, it also delivered in rands and cents.

“We’re acutely aware that among top reasons for exhibitors to participate in our event is to make the cash register ring. As such, we go hell for leather in the months and weeks leading-up to each event to engage the right target audience who will come and enjoy themselves – and buy wine,” says Douglas.

Efforts this year included a partnership with local radio station Algoa FM as well as newspapers, The Weekend Post and The Herald. “This was in addition to extensive regional public relations and social media campaigns that engaged bloggers and influencers in the area, as well as journalists and VIPs.

“We believe that it was hard not to miss our marketing activity in PE and we went to great lengths to ensure that no stone was left unturned,” says Douglas.

On the back of PE’s success – which follows firmly in the footsteps of the Johannesburg and Durban legs which took place in May and June respectively – the show moves on to Pretoria between the 25th and 27th of August.

“We’re really thrilled to introduce Pretoria to the national mix. There is an active food and wine community there who we intend tapping into,” says Douglas. The event brings with it its signature style of interactive edu-tainment, a host of fine wine exhibitors as well as a few local twists here and there.    

“While we tour the country with the same show format, it is our intention to localise it where we can and integrate with the public and businesses on the ground. This adds a regional flavour to the experience and allows us to more intimately understand what locals like,” says Douglas.

To book a stand at the Pretoria show, which takes place at the Menlyn Park Shopping Centre, please contact Tristan Richmond e:tristan@wineshow.co.za or t: +27.21 824 3132.