'Wine exporters must focus on value'

South African wine exporters need to focus on value rather than volume to move Brand South Africa forward. That’s the view of newly appointed Wines of South Africa CEO, Michael Jordaan, who says hopes are high for good export volumes this year. “The current status is healthy, there is no surplus and the harvest looks very good in terms of quality.” Jordaan, a venture capitalist and former CEO of First National Bank, is himself a boutique wine maker on a 40-hectare farm outside Stellenbosch. Speaking to FTW shortly after his appointment, Jordaan said it was important to increase the value of our exports every year. “At the same time we must improve the image of South Africa as a quality wine-producing country,” he said, as this would go a long way in increasing demand for South African product. “We have also entered a new technology era and another goal for me is to empower companies so that their strategies are innovative and to expand marketing via social media.”