In just three years Marius
Louw, managing director of
Du Toitskloof Wines, has
managed to establish the brand
internationally. And he’s set on
growing exports in the coming
years.
“If you don’t revisit your
business plan frequently
and adjust it to the changing
environment, it will all catch up
with you sooner than you think
– and you will find that your
product is no longer relevant
out there,” he says.
With a strong agricultural
background, Louw has been
involved in the wine industry
from a banking point of view
for years.
“I only recently ventured into
the exporting side of things and
so far it is going well. We place
a lot of emphasis on making
sure we are offering our target
market an affordable product
regardless of where they are in
the world.”
And to do that, he says,
one needs to have some key
elements in place.
“It obviously starts with the
product – you have to trust it
but at the same time you must
build the brand and market it,
making sure customers go back
to the shelf to buy it time and
time again,” he says. “Secondly,
you need to make sure it is
on the shelf at the right price.
There is no under-estimating
pricing, and if you are giving
the market something that is too
expensive, it is just not going
to move and you will not be a
viable option any more.”
Thirdly, says Louw, creating
an efficient supply chain is
crucial for success. “From
having clearing agents who are
on top of their game to reliable
transporters, you have to build
a partnership with each of
your service providers, making
sure they are working for your
benefit and are meeting your
requirements all the time.”
Louw believes that in view
of South Africa’s depressed
traditional markets, there
is much to be said for the
development of new markets.
“It is part of revisiting that
business model. One has to
look at new markets for one’s
product – be it in Africa or the
Far East. It does not have to
be the traditional markets that
one has always serviced. Also,
finding ways of delivering a
more cost-effective product will
pay off in the long run.”
CAPTION
TheTetra pack is a cheaper and greener
packaging alternative for wine.
