The new strategy will focus on the country’s cultural diversity as well as the industry’s 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 now 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 thus entertaining” if they were sold with a story attached to them.
He said: “Your wines have the great taste of vibrant individuality that comes from the nature of your producing areas. Although a niche player in volume terms you nonetheless can be far more interesting and thus entertaining, not by virtue of manufactured advertising but by proudly selling your wine strengths to the world and telling the stories that go with the wines.”