In the August edition of WINE, editor Fiona writes that OUR WINES ARE BETTER THAN THE AVERAGE WINES AVAILABLE IN CHAMPAGNE AND BURGUNDY - AND OFFER BETTER VALUE.
I agree whole heartedly with her and we don't have to stand back from the French nor anyone else in my opinion!
However, on a trip to the UK last month, I was constantly told by people that South African wines are very popular in the UK. But I was bitterly disappointed in the way they are being marketed there. I made a point of going into many wine stores to seek out South African wines.
What did I find?
Our wines were represented in two basic groups - just under £5 per bottle and just over the £10 per bottle range. But they seem to be poorly marketed indeed.
In Harrods and Sainsbury's in London I found them mixed up with New Zealand wines as tough the latter was a South African wine region. Furthermore they were in small numbers when compared with Australia. One realises that we are a relatively small wine producing entity in the greater scheme of things but how are we to go forward if the displays of South African wines are not monitored?
Recently on Sky News it was stated that the British public is becoming more sophisticated with regard to the particular tipple they enjoy on a regular basis. Popularity of Lager has dropped 5% whilst Cider sales have gone up 14% in two years. Wine is becoming more and more popular, especially amongst women. Rose has improved 188% in popularity!
Marketers of South African wine need to cash in on the trend and make a concerted effort to get to the retailers, so that our products do not enjoy dilution and lack of exposure on the shop shelves.
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