South Africa ‘needs to move away from cheap and cheerful’ says WOSA head

Drinks: Drinks, Wines
Location: South Africa

The Cape’s wine producers are hoping to up their price per bottle in the UK – even if it means lower volumes.

‘If I had to pick one or the other, it would be value,’ said Wines of South Africa’s communications manager, Maryna Calow.

‘We need to get value up. Moving away from cheap and cheerful is the absolute key for us,’ she told Imbibe. ‘We need to make the consumer and the retailer understand the outstanding £12-15 price offering. Pick up a £15 bottle of South African wine and it’s like getting a £30 bottle of French or Italian.’

There are plans to focus on the regional styles that the country does best: Stellenbosch Cabernets, sparkling wines from Robertson and Chenin Blancs from Breedekloof to name just three.

However, Calow said that a European DO-style system that permits some grape varieties, but outlaws others, was ‘not on the cards’.

About Author

Chris Losh

After five years working on My Weekly magazine (during which time he learned how to write horoscopes and make things out of mince) in 1995 Chris Losh entered the world of drinks writing and, despite all advice from his doctor – and the wishes of most South African winemakers – has stayed there ever since. He began on Wine and Spirit International, editing it for several years before moving on to edit Wine Magazine. Both publications have since gone the way of the Dodo, but he claims to have nothing to do with their demise, and his alibi appears solid, since he was freelance writing for anyone who would pay him at the time. In 2007, he helped to set up both Imbibe magazine and the Sommelier Wine Awards, and has spent much of the last three years eating, drinking, and listening to French sommeliers talk about minerality. In 2009 he was shortlisted for the Louis Roederer Feature Writer of the Year, but didn’t win. Perhaps he should have stuck to horoscopes. And mince.

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