African markets develop a taste for SA wine

SA WINE exporters are gaining a firm foothold in non-traditional African markets as a combination of price and quality knocks the French and other European manufactures out of the market. South African wines have a long-standing presence in Southern and East Africa, but Central and West Africa are relatively new to many of our producers. English-speaking countries are particularly receptive with Ghana, Nigeria, (and non-English) Cote d’Ivoire, Cameroon and Angola in the top five, followed by Senegal, Ethiopia, Gabon and the DRC, says Duncan Bonnett of Africa consultants Whitehouse & Associates. And according to Bonnett, who recently completed a feasibility survey in Africa for industry marketing arm Wines of SA, it’s not at the low end of the market which is largely dominated by cheap Spanish wine. “In West Africa we compete very effectively at the more premium end of the market. “Our wines suit the African pallet better, particularly in Ghana where there is still a strong sense of an African identity. SA wine is world class and they enjoy the fact that they can buy a world class African product.” The survey revealed that there was a new, well-educated, younger generation of people earning good salaries with a fair amount of disposable income – a lot driven by the ICT sector – who want to live the lifestyle they see in New York, London and Paris, says Bonnett. “Whatever is popular in London will be popular in Lagos because there are around 1.5m Nigerians in London at any one time.” And while it’s a small market in relative terms, there’s high growth. “Wine markets are growing by 20- 30% a year and SA wine producers who have put in the effort by offering brand support are reaping the benefits.”