Selling South Africa with a back story

30 November, 2007

Wines of South Africa is broadening its marketing strategy after a review found the current generic campaign to be too narrow.

The new strategy will focus on the country's cultural diversity as well as the

strong biodiversity record highlighted by the present marketing campaign.

WOSA chief executive Su Birch said: "While the positioning was initially conceived as a way of highlighting the wealth of biodiversity of the Cape Floral Kingdom - the smallest but richest on the planet - it will

be widened to ­encompass our country's cultural, linguistic, historic and geographic diversity."

In the review of the marketing strategy, wine economist James Herrick said South African wines could be "far more interesting and entertaining" if they were sold with a story attached to them.




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter