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.”