A major drive is under way to change Chinese perceptions about the quality of South African wine. According to Che Smith, Asia and Middle East senior international trade manager at Wesgro, the market offers significant untapped potential. “The reality is that the wines that we have been exporting have been sold at a low price,” he said. “This creates the impression that South African wine is not good quality. During a recent inbound Chinese mission it was again brought to our attention that the quality of the wine they were being exposed to here was different to that in Asia.” He said wooing Asia was very much a strategy at Wesgro which would not only be hosting outward missions to China but also bringing Chinese wine importers to South Africa to ensure they understood the local wine market better. According to the Western Cape department of agriculture, wine exports to all regions in the world are projected to grow by at least 13% in the next few years. Alan Winde, Western Cape MEC for economic affairs and agriculture, said China was a strategic market that they were growing. “We are focusing on the Far East in general, but China in particular is a market of great potential for our wine.” According to Winde wine exports to China in the past three years have grown by around 80%.