SA wine targets Dutch market growth

Wines of South Africa (Wosa), intent on developing premium product sales in The Netherlands – one of its most important export markets – is embedding itself even further in the Land of the Tulip. With a strong accent on consumer and trade education and wine tourism, the new Wosa strategy will address more vigorously the potential for packaged wines in the €3 to €5 price segment and higher. “We want to shift from building volumes to building value in this critically important market,” says WOSA CEO, Su Birch. “Currently, South Africa is over-represented in the market below €2 and while it is trading well in Holland’s €5 to €8 segment, it has not fully realised its potential in the mid-priced band, where there are still many opportunities for local producers to capitalise.”