Selling wine is in our nature 20 November 2007

Wosa broadens the diversity message after encouraging review study,
and as exports pick up

The sometimes-taunted slogan ‘variety is in our nature’ message that Wines of South Africa (Wosa) has illustrated with Cape wildflowers  is to be extended in the light of a recent review study undertaken for the export-punting organisation. This would latch onto the increasing tourism appeal of the country and also stress what the researcher calls ‘production integrity’, referring to environmentally sound wine-growing practices (in which it is a world leader).

The review comes as exports take off somewhat after a dip last year and is set against the background of a lack of funds - allocated to Wosa by Sawit, but with the latter unable to provide, due to its own financial problems.

Su Birch says the country is again seeing growth in sales volumes after a setback last year, when sales dipped five percent.  For the 12 months to September 2007, total wine export volumes were up nine percent, she said, with the industry diversifying its exports into new markets.

The strategic review undertaken for it defines Wosa’s role as a generic marketing body to ‘maintain a positive reputation for the country as a wine producer’, not as sales operative. It was facilitated by economist James Herrick, who reported that Wosa ‘had succeeded in its primary role of building a positive image for South African wines, and had created a unique and competitive point of difference on global markets.’ He recommended that the ‘core message be developed for a wider audience by focusing on diversity per se’.