While local wine consumption contributes R36-billion to the local GDP², there is ample room for growth in the category given under ten percent of South Africans who drink alcohol drink wine¹. Coupled with the fact that there was almost a 20 percent decrease in export sales between 2014 and 2015², there is opportunity for producers to elevate their marketing individually and as an industry to increase domestic sales. So says Andrew Douglas, the TOPS at SPAR Wine Show Organiser.
“Supporting producers to sell their wine and other related products to a diversity of local consumers is the primary goal of the TOPS at SPAR Wine Show. Which is why we’ve extended our national annual tour to include Pretoria; it’s dense in consumers and retailers interested in fine wine.”
In addition to raising the show’s profile in regions outside of main urban hubs – Port Elizabeth for instance is its most successful event as locals stock up on products that they do not get on their shelves every day – Douglas has undertaken an aggressive “pull” marketing approach that targets consumers, wine clubs, societies, hospitality groups and associations as well as boutique retailers.
“We are using billboards, radio partnerships, street pole posters, fliers, emailers, PR and social media as well as activating in select TOPS at SPAR outlets to drive awareness about the show and its 2016 theme – The Greatest Show Unearthed – among our diverse national target audiences,” explains Douglas.
While social media and PR activity has begun, ATL and BTL advertising will kick off from mid-April in Johannesburg before moving on to Durban where the show follows three weeks later.
“Our brand has also had a makeover; we have a new logo, website and advertising campaign that tells the story of the mystery, history and character of wine in a fun and eye-catching way,” says Douglas.
Besides the extensive external promotion, the show is also engaging producers by hosting a series of marketing workshops in the second half of the year. Comprising of marketing, social media and PR, it will provide guidance on how to market a wine brand and its products using different on and offline channels. Social media guides will also be available for interested producers free of charge.
“Ultimately, we want to raise the profile of the South African wine industry as a whole and expose the wealth of innovations, new producers and products – beyond the bottle – to the public. In so doing, we hope to drive interest in a wine lifestyle among those new to wine, as well as build on the long-standing relationship wine fundis have with their favourite producers, while also introducing them to new varietals and labels,” says Douglas.
With support from TOPS at SPAR - which intends to become a meaningful contributor to the consumer conversation of wine as well as an active role player in the maintenance of the South African Wine industry’s well-being - the show has grown in depth and breadth since becoming title sponsor in 2015.
“Our marketing efforts are being realised and rolled out across the country in collaboration with TOPS at SPAR. Based on the scale of this activity, we anticipate to draw the wine-loving crowds to the event like we did last year who our exhibitors can then market and sell their brand’s products to – beyond the bottle.”
For more information or to book a stand visit www.wineshow.co.za or contact Tristan Richmond e:tristan@wineshow.co.za or t: 021 824 3132.