Wine producers opt for targeted export strategy

Wine exporters have opted for a targeted strategy that will see producers focusing their efforts on Chenin Blanc and Pinotage exports to the US, China, Canada and Africa this year. The United Kingdom, Sweden, the Netherlands, Germany, Hong Kong and Japan would be also be high on the priority list, said Maryna Calow, communications manager of Wines of South Africa (Wosa). Addressing the Exporters Club Western Cape recently, Calow said Wosa, the industry body responsible for the export marketing of all of the country’s wine, had adopted a three-year strategy identifying particular

markets and wine varietals to promote. “Our current strategy runs from 2018 to 2021 and is re-evaluated on an annual basis to ensure it is on point,” she said. “We can’t be everything to everyone with the very limited budget available – and considering who we are competing with in the rest of the world we have to keep our efforts very focused.” She said the strategy was to focus export marketing on two varietals in very specific key markets using that as a hook into the rest of the country’s wine products. This was a strategy that had worked for several other wine regions in the world. “We cannot be exclusive,

but we cannot market all of South Africa’s export products to every country in the world. We have opted to focus on Chenin Blanc and Pinotage,” she said. South Africa has the highest number of Chenin Blanc plantings in the world, with around 17 543 ha in 2017, while Pinotage is a proudly South African grape, developed in the country. In Africa, efforts would be focused on Mozambique, Angola, Ghana, Nigeria, Kenya and Tanzania. “A lot of education is taking place in these markets as they are not traditionally wine-drinking nations. They are also often volatile markets, but they are on our doorstep and offer great opportunity for export.”

She said efforts were under way to grow exports to Canada and the US but both were difficult nuts to crack. “The US, for example, has to be seen as 50 countries as each state has different rules, laws and even pallets,” she said. South Africa was making headway in China, which was the biggest future growth market for the country. “It is however still baby steps as there are many challenges to overcome,” said Calow.