“Wine estates around the world are increasingly introducing a diversity of products and experiences to their offering in an effort to stay ahead and remain competitive,” says the show’s organiser Andrew Douglas.
Coined wine tourism, it is a fast-growing sub-sector of the Western and Northern Cape’s wine industry, reported to contribute approximately R6-bn to the R36-billion national wine industry*. It loosely includes food, accommodation, unusual tasting experiences such as while on a game drive, festivals and events or active vineyard adventures.
“In recent years, both established and up-and-coming wine producers have expanded their original range to include must-visit experiences and complementary products. This not only puts them on the domestic and international tourism map, but also provides a place for consumers to get up-close-and-personal with their brand in a more emotive way,” says Douglas.
Creating a connection with consumers, beyond the wine, also strengthens purchasing power on shelf. “Once a brand name or label evokes a sense of happiness, or positive memory, it is more likely to be chosen over competitors because there is a strong reference point on which to base a decision. Among the sea of bottles in store this can seriously elevate a brand’s status and increase sales,” he says.
It’s also why The TOPS at SPAR Wine Show encourages exhibitors to present their full offering to visitors who aren’t spoilt with a smorgasbord of wine estates on their doorstep.
“Thousands of out-of-towners descend on Cape Town during the holidays every year, or even just for a sneaky weekend. Many include a trip to the Winelands in their itinerary. By giving exhibitors the platform to showcase what they have to offer, we hope to raise their profile and drive business their way.
“Likewise, if an exhibitor also produces e.g. olive oil or a liqueur, we want to help them market it to consumers beyond the borders of the Western Cape” explains Douglas.
Exhibitors that have such products are welcome to promote and sell them from their stand. “Feel free to bring along banners, posters, fliers and products – as well as your wine!” says Douglas. “You can also run competitions from your stand to e.g. win a trip to your brand home; whatever works for you and your brand.”
To book a stand at the Jo’burg, Durban, PE, Pretoria and Nelspruit shows, contact Tristan Richmond e:tristan@wineshow.co.za or t: 021 824 3132. Or visit www.wineshow.co.za.