Cape wine expo targets global buyers

Ray Smuts UNITY IS strength and export trade promoter Wines of South Africa has made great progress in bringing together the many players in the industry, a factor that will be evident at Cape Wine 2002, the country's single most important wine marketing event. To be held at Nederburg near Paarl from April 16 to 18, it will showcase 130 producers ranging from major wine producers/ wholesalers and co-operatives to estates and boutique wineries. Their 1 500 wines will reflect the country's biodiversity and wine styles across a range of price points, from icon wines targeted at the apex of wine consumers to super premium, premium and value wines. The purpose of the exhibition is to expose 500 wine buyers from established as well as newer international wine markets and international media to the vast array of local wines in the context of the Cape winelands. Targeted are retail buyers from chain stores, specialist wine shops, sommeliers and wine tour operators from Britain, Europe, the US (first time buyers in particular) Canada, Japan, India and South East Asia. Wosa's Su Birch says support for the event is evidence of the maturity of the industry which is showing itself more adroit than ever in working collectively to advance foreign sales. That it is succeeding is borne out by the growth of sales both in volume and value in every leading overseas market in which it operates. "Unlike Australia where four companies dominate, South Africa is characterised by numerous players and it is therefore more difficult to achieve unity, but we have made major strides in this regard." She adds that a significant achievement has been growth in the UK market where South Africa's share increased to 8,4% - up from 6,8% in 2000 - over the period January to August last year, pipping Spain in the process.