Walmart test-drives South African wine

RAY SMUTS
IN WHAT may turn out to be another ‘first’ for South African wine, the giant US Walmart supermarket chain could soon be selling Cape West Coast wine in all its stores if initial trials prove successful.
Walmart is testing wine producer and exporter Westcorp International’s Gôiya Sauvignon Blanc Chardonnay blend and Shiraz for three months at 75 outlets in Texas after which a decision will be taken about extending sales to outlets in 48 states.
South African wine producers and indeed Wosa have focused intently on the US for the past three years.
Even though South African wine sales to
the US increased by
19% last year, it only represents around 0.8% of imported wine and 0.2% of all wine sold in that vast country. More than
5 000 cases, or 3% of total local exports, is
now being exported to the US.
Should Gôiya sales be extended to all Walmart outlets, the immediate volume potential for Westcorp International is ten seafreight containers, or 120 000, 12-bottle, cases annually - a 700% increase in the approximately 15 000 cases the company is currently selling in the US (Florida area).