Trademark purchase gives wine exports a push

Ray Smuts THAT CAPE entrepreneur Christo Wiese is intent on becoming a major player in South African wine exports is evident from substantial new investment coupled with his purchase of the Lanzerac trademark from Distell. The significance of owning the trademark, among other things, is that Lanzerac Pinotage - a jewel in the portfolio and the first commercially bottled wine of this varietal to be sold anywhere in the world since its launch in 1961 - will now be made at Lanzerac Estate and allow Wiese to focus to a greater degree on expanding the export market where the product has already won acclaim. (Local distribution is in the hands of Wineworx). The way Wiese sees it, acquisition of the trademark will unify marketing efforts locally and abroad in expanding the brand's visibilty and standing, but exports will be strictly his 'baby'. "Lanzerac already enjoys support in a range of European markets, the UK and USA and we aim to focus on strengthening market share in these markets as well as locally." Since acquiring historic Lanzerac at Stellenbosch (Est 1692) in 1961, huge investment - no one is saying exactly how much - has been made in the estate including a new R20 million cellar six years ago. Lanzerac, which produces 80% red and 20% white, has only been exporting for four years, its 350 ton production yielding 25 000 cases annually of which 15 000 are exported.