New website and campaign launched 

Developing its international marketing theme of  ‘biodiversity’ further, Wines of South Africa (Wosa) has announced that is simplifying that message to ordinary people and launching a new, highly-interactive website. 

Su Birch, Wosa chief, spoke at the organisation's marketing conference last week, saying that the message needs to get beyond wine journalists, the trade and involved consumers. 

A recent UK marketing effort saw large poster spreads in London’s Underground stations, punting the ‘Variety is in our nature’ slogan, indirectly linking the wine selling message to Cape flora. 

Birch said that there is an increasing awareness of the environmental and ethics, as it concerns food production, among consumers in the developed world. At the same time the Cape’s winelands have enormous eco tourist potential. 

Reaching out to the man on the street, means that the ‘heavy’ message of biodiversity will be simplified to ‘eco-friendly’. 

A brand new website takes the message further, inviting viewers to react and interact. It went live last week. 

www.varietyisinournature.com