South Africa’s Mega tasting sees record numbers
25 October 2007

Press release from Wines of South Africa

Wines of South Africa’s MEGA tasting, held at Earl’s Court on the 8^th and 9^th October 2007, saw an increase in overall visitors of 83 per cent on the 2006 London generic tasting. The second MEGA tasting also saw a slight increase of 1 percent on the inaugural 2005 event, held at Old Billingsgate.  Overseas visitor figures increased by 200 per cent on the previous MEGA tasting, with 142 visitors traveling from European markets, in particular Holland, Sweden and Germany. Demonstrating their commitment to the key export markets, 250 South African producers exhibited at the venue.   Wines of South Africa also carried the costs of 16 BEE producers to attend the event.  Nomsa  Tiyo of Phumlani Wines said they had a very successful show: “We received a lot of interested buyers at our table and we are hopeful these negotiations will come to fruition.  I think the fact that we emailed all the importers before the show, helped to make them aware of our presence at the Mega”.

Feedback from the visitors was very positive. Commenting on the event, Matthew Jukes, wine buyer for Bibendum restaurant and Quintessentially Wine and Daily Mail wine columnist, said: “Aside from the fact that the room was party to possibly the most positive rugby vibe (mid-World Cup tournament) that I have ever encountered, the wines looked good and the winemakers were there in numbers. The size of the venue worked well and I could sail up and down the alleys, hitting the tables I needed to see. I found more wines to buy, list and write up than at any event outside of Cape Wine.”

Exhibitors also found that the event was of use to their businesses. Comments from Ross Sleet, sales and marketing manager, Kleine Zalze, said, “It was very encouraging to see all the key UK buyers and media at the show“. Ansgar Flaatten of South African Wine Trader commented, “We were fortunate to see some good retailers, journalists and potential importers. This would all have been very difficult to achieve in 48 hours had it not been for the MEGA tasting”. Finally, from UK importer HBJ, Nicola Hale, senior brand manager, said, “I thought the venue was good and the on-trade sales team said there was a marked improvement in on-trade attendance. For the off trade we saw all the multiples buyers that we had wanted to”.