2017-07-20
Last month, Wesgro’s International Trade team embarked on an Angolan Wine Promotion mission, under Project Khulisa, which featured a series of in-store promotions and concluded a high-profile wine and dinner pairings.
The South African Wine & Food Pairing Dinner held was aimed at promoting South African wines to Angolan media, traders and consumers. The dinner was attended by 79 guests who were introduced to three Cape wine brand representatives, two BEE brands from Cape Dreams and Bayede and a third from Distell.
The dinner was followed by an exhibition to promote South African wines to traders and create brand awareness among consumers through samples and media coverage. Traders, media and consumers were introduced to 29 different brands that are listed at Shoprite stores, and the exhibition’s media coverage has built the brands’ popularity and increased sales in the country.
“We are particularly proud of the exposure we were able to generate for BEE listed brands in our delegation which are testimony to the development of new wine makers in the industry. The two-day in-store promotions we facilitated were a great success and led to R405 000 worth of wine being sold. The rest of Africa is without doubt a growing market for Western Cape wine.” said Wesgro's Chief Business Officer, Yaw Peprah.
“As part of Project Khulisa, we also set ourselves the target of increasing wine exports to strategic markets, such as China and Angola. The volume of South African wine sales increased by seven million litres between 2014 and 2016, reaching 15.8 million litres last year. We’ve been able to achieve this success through initiatives such as this Angola wine promotion mission, and I would like to commend the team on these excellent results,” added Western Cape Minister for Economic Opportunities Alan Winde.
This mission was a terrific start for our International Trade team's 2017/18 financial year and we look forward to sharing more of their successes with the Western Cape.
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