The agreement will see Checkers offering a selection of Michelangelo winners in its general retail outlets and liquor stores after this year’s awards ceremony, which is to be held on 29 September.
Michelangelo is one of South Africa’s longest-running wine and spirits competitions and has been held annually since 1997.
According to Lorraine Immelman, CEO and founder of Michelangelo, the partnership with Checkers fulfills this competition’s primary goals of providing the consumer with superb wines and spirits that have been selected by a panel of experts from around the world, as well as offering producers a platform whereby awareness of their products’ achievements at the competition has been generated.
“From the outset Michelangelo has been the only South African wine and spirits competition judged by a panel consisting of a majority of international wine professionals,” says Immelman. “This international expertise among the judges has created an exceptionally high standard of judging, leading to the annual selection of top-quality wines and spirits. Through our association with Checkers, Michelangelo has now made it easier for the consumer to access these award-winning products through the excellent channels and superb distribution of a leading South African retail brand.”
Immelman also stresses that this exciting chapter in the history of Michelangelo is another way through which the wine and spirits producers stands to gain by entering the competition.
“One of the primary aims of Michelangelo is to see the wine and spirits producer benefiting from our competition,” says Immelman. “We have done this by offering them the chance to win an exclusive medal or trophy by means of the international judging process and to use these accolades to further awareness of their brands and products.
“Thanks to our new association with Checkers, Michelangelo now gives entrants to the competition the chance of furthering their presence in the market-place through the channels provided by a leading retail chain. This is a win-win for producer and consumer which to my mind heralds a new chapter in the relationship between drinks competitions and retail outlets.”
Checkers says Michelangelo brings a new and exciting range of excellence to the Checkers’ drinks offering.
“With an already extensive selection of local and international wines available at supermarket prices, this new partnership will see Checkers increasing the range of award-winning wines available in its stores,” a spokesperson said. “The award-winning wines will be available in limited quantities, so consumers are encouraged to stock up when they come across their favourites once the competition results are known.”
The supermarket chain is also encouraging wine estates to enter the prestigious Michelangelo Awards before 31 July 2018.
“Winners will not only benefit from the accolade but also a possible listing with Checkers,” the statement concludes.