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.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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