Cape wine show opens doors to US market

Ray Smuts
A GOOD time was had by all, to be sure, but it seems the 500-odd international winebuyers and journalists could not wait to get home to place their orders or effuse editorially about the wonders of South African wine.
They had returned from Cape Wine 2002 which, by all accounts, was a resounding success with many new adherents being introduced to a wide variety of quality product. Some producers used the occasion to meet and screen potential agents to market their wines overseas, others targeted specific customers or cemented existing ties. As a result of Cape Wine 2002, Wellington's Diemersdal Estate owned by Tienie Louw who also happens to be the winemaker, landed a substantial contract with UK supermarket giant Tesco. It is currently also finalising negotiations with agents in Germany, Canada and with distributors in Texas and Louisiana.
High point
A high point of the exhibition for many local producers was access afforded to US markets as the contingent of US visitors - second largest delegation from any foreign country - represented many large retail and restaurant groups from the East and West coasts as well as from Walt Disney World's Hospitality and Recreation Corporation Inc.
Summing up the sentiments of exhibitors, Warwick Estate's Norma Radcliffe, one of the most successful producers, says exposure was such she could never have achieved similar results had she gone to the US on her own steam. Having already supplied Disney's Jiko restaurant and its African theme park in Florida with two wines, Radcliffe stresses producers have to follow up contacts and ensure their agents and distributors are giving quality service to existing customers.
"We recognise we have to work collectively to open up new trading avenues." Wines of South Africa's (WOSA) Su Birch, host of Cape Wine 2002, says it was essentially a climate-building and networking exercise and is delighted it has already led to new business for producers.
The largest group of visitors, 112, came from the UK, with 62 from the Netherlands, 60 from Germany, 34 from Canada and 23 from Japan.
WOSA is following up the exhibition with participation in wine trade shows and South African generic wine events later this month in London, Dublin, Rotterdam and Mainz.
Next month sees WOSA showing in San Fransisco, Aspen and Tokyo, with events scheduled for New York, Canada as well as EU markets later in the year.