Uncompetitive service
delivery has previously
hampered growth
Ray Smuts
AS THOUSANDS of Swedes eagerly prepare to usher in the New Year, glass of bubbly in hand, chances are it will be a proudly South African product - Pongracz to be precise.
The welcome news is that Pongracz is not only the fastest growing and biggest upmarket sparkling wine in Sweden, but the largest bubby altogether after Moet & Chandon and fast catching up on its rival.
FTW learnt last week that sales of Pongranz now far outstrip such luminaries as Bollinger, Taittinger and Veuve Clicquot in Sweden but Kim Green, Distell’s outgoing international marketing manager for wines, is unsurprised at the success.
She believes a very competitive quality/price offering would appear to be the winning formula for Systembolaget, Sweden’s government-run national liquor monopoly that controls retailing of wines and spirits.
Says Green: “Since 1994 there has been a growing awareness and acceptance of South Africa and its products among Swedish trade and consumers but growth has sometimes been hampered by uncompetitive service delivery.”
When supplying a national monopoly it is imperative that volumes of consistent quality are forthcoming and orders are expedited timeously. Failure to deliver could result in products being immediately declassified and a resultant arduous struggle to be re-listed.
“Distell has shown an 11% increase in wine sales to Sweden for the 12 months to October 31 compared with the previous year,” she said.
In South Africa on a business trip recently, Swedish liquor importer JanaØke Johanssen said Swedes drank an average 17 litres per capita each year - more than double the South African average of 8,4 litres - making it a highly attractive export destination.
In his estimation more aggressive generic marketing and a higher profile for South African winemakers will further advance the country’s wine exports.
But it is not only Pongracz that is winning the hearts and minds of the Swedes. The Distell stable also offers other popular products including Blouberg (sold in South Africa as Graa), Drostdy-Hof which offers a three-litre box option, Nederburg, Zonnebloem and African Sky.
