SA ready to welcome lighter wines

Thursday, 24 January, 2013
Two Oceans
South African consumers are increasingly making lifestyle choices in favour of good health and well-being – echoing an international trend for a more natural and balanced approach to healthy living.
The SA wine industry has come up with its own innovative take on this new way of thinking, with well-known brand Two Oceans leading the way in creating a beverage segment that allows smart wine drinkers to confidently enjoy their favourite companion for longer - but without compromising on quality and taste.

With only 5.5% alcohol, Two Oceans Quay 5 positions itself as the ultimate drinking companion. It backs its trendy lifestyle image by containing only about half the calories found in regular wines, bringing more choice for wine drinkers.

Tough economic conditions both internationally and domestically have affected industries across the board, but for the South African wine industry there is plenty to smile about. According to SAWIS (the South African Wine Industry Information & Systems), more South Africans are drinking wine now than ever before, with a 3% increase in month-to-month domestic sales for bottled wines over the last year (as at November 2012).

SAWIS says that the wine industry is showing an upward trend, especially so over the last year, when a stronger rand saw more bottled wine entering the domestic market. A growth in bottled wine consumption in South Africa was seen across all ranges, although there was definitely a stronger interest in more affordable wines. “Health is always important in the alcohol industry, so wines with lower calorie and alcohol content are definitely coming to the fore, which is in line with international trends.”

It therefore seemed like the perfect time for popular South African wine producer Two Oceans to introduce the new Quay 5 range. Sophisticated and vibrant, Quay 5 features a fresh, lively white, a fruity red and a floral blush variant. Designed to be deliberately low in alcohol and calories, the range is quite unique in its uncompromising stance on quality and superb taste. As the choice of those wine drinkers looking for health benefits as well as enjoyment, Quay 5 is about more than just taste.

This groundbreaking new brand is South Africa’s first 5.5% alcohol range. selected="true"="true" from the same premier vineyards across the Cape Winelands as the Two Oceans range, Quay 5 is made from carefully selected="true"="true" grapes with well-balanced ripeness at lower than average alcohol levels and retails at under R30 a bottle.

This may be one of its biggest selling points. According to Ultra Liquors’ General Manager of Wine Division, Mark Norrish, it is currently all about price for consumers. Norrish said there was a spike in sales of wines in the R20 to R40 bracket with a strong move towards better value – not necessarily lower priced wines per se, but quality wines at more affordable prices. He added that new entrants to the market generally did well as they offered good quality and value for money.

Su Birch, CEO of Wines of South Africa (WOSA) also commented on the increase in local wine consumption, contributing it largely to new drinkers, many of whom are coming from the black community.

She pointed to a significant increase in the amount of bottled wine consumed by black wine drinkers. In 2007, 55% of bottled wine was consumed by black wine drinkers and by 2011, this number had increased by more than two thirds to 66%.

This could be attributed to a new growing middle class interest in wine, as has been seen elsewhere in the world as well, especially in countries with emerging markets like Nigeria and Brazil.

South Africans also appear to follow the behaviour of wine consumers in other parts of the world, favouring sweeter and rosé wines. In the United Sates, for instance, there was a significant interest in a Muscato wine in 2011 – a sweet red wine that is lower in alcohol and which gained a lot of popularity under especially younger, hip wine drinkers.

Commercial wines also emerged as a growing trend during 2012, with blends becoming a common choice.

All bodes well for the Quay 5 range, which is aimed at the young-at-heart in South Africa, who are conscious of their weight and health while still wanting to enjoy their wining and dining with friends.

As with most trends in the global village, it comes as no surprise that South Africans are exposed to wines that promote a lifestyle of wellbeing. There could hardly be a better time to enter the market for this quality, value-for-money wine range that is both health-conscious and low in alcohol.

The Two Oceans Quay 5 collection comprises three refreshing blends:

Quay 5 Fruity Fresh White: Light, fruity and floral aromas and a great taste of fresh, lively tropical fruit. Just 5.5% alcohol and 61 calories per 120ml glass.

Quay 5 Floral Fresh Blush: Expertly blended for light, fruity and berry aromas and flavours of tangy, refreshing berries, Turkish Delight and candy floss. Just 5.5% alcohol and 62 calories per 120ml glass.

Quay 5 Berry Fresh Red: Expect lively, spicy berry aromas with traces of chocolate and spice. Just 5.5% alcohol and 64 calories per 120ml glass.