Boschendal hits number 1 in lucrative UK market

Thursday, 21 February, 2013
Boschendal Wines is the top selling premium South Africa wine in the UK, having experienced double-digit growth in terms of annual sales values, according to the latest Nielsen data in that country.
The Nielsen figures show Boschendal has the largest market share in the UK of all premium South African wines, defined as wines which sell for over £5. Total sales values for the year ending 29/12/2012 increased by 13.2% to £4 703 000 - volumes increased by 8.5% to 641 000 bottles (750ml) and the average price per bottle increased from £7.03 to £7.33.

Reaching the number 1 spot has confirmed that parent company (DGB (Pty ) Ltd, which produces Boschendal wines on South Africa’s second oldest estate, is on the right path in terms of how it positions, prices and distributes the brand in the UK.

Jacques Roux, marketing director for DGB, said the keys to Boschendal’s success in the UK were a hands-on approach and consistency in terms of quality, price, service and promotions.

“This success did not come over night, it is part of a 10 year plan and is based on reviewing and overhauling the complete brand architecture from the Pavilion range through to the Premium offerings. Along with our strategy of ‘premiumisation’ of Boschendal and improving the quality of the premium offerings,” Roux said.

“This success has been built on re-engineering the packaging, upgrading of wine styles with a trusted and committed winemaking team and replanting vineyards where necessary.”

The UK is very much a flagship market for South African wines and is still a bench mark of accomplishment for local brands. “We have an office in the UK with our own sales team, indicating the importance of that market to our business,” Garreth Anderson, MD of DGB (Europe) said.

DGB sells five varietals of its Boschendal 1685 range in the UK: the Chardonnay, Sauvignon Blanc, Merlot, Shiraz and Shiraz Cabernet, as well as their Lanoy Cabernet Sauvignon.

The Boschendal brand has broad distribution in the UK especially in the retail sector, being listed with the likes of Tesco, Waitrose, Majestic and The Co-operative. “The major retail groups only stock a very limited range of premium wines and Boschendal has excellent representation in this sector which accounts for the brand’s share of the South African premium sales in the UK,” Anderson said.

There is representation with regional wholesalers who service the country areas, while Boschendal also has some very good on-consumption representation and this is a sector they are focused on developing.

The Boschendal range includes 2 Cap Classique wines, the flagship wines Cecil John Reserve, a Reserve Collection of 3 labels, the 1685 range, Classics like Bland de Noir and Boschen Blanc as well as The Pavilion range. Recent accolades include the Cecil John Reserve Shiraz 2010 and the Boschendal Reserve Chardonnay 2011 being awarded 5 star ratings in the 2013 John Platter Wine Guide, while Boschendal Le Grand Pavillon Brut Rosé received a prestigious Top 10 award at Effervescents du Monde 2012.

Group winemaker JC Bekker presides over the entire DGB wine portfolio, with Lizelle Gerber as white wine and Cap Classique winemaker and Bertho van der Westhuizen responsible for red and rosé wines at the two dedicated cellars at Boschendal

Boschendal Estate, situated at the gateway to the Franschhoek Valley, was named “South African Winery of the Year” at the International Wine and Spirit Challenge in London in 2004. It is popular with visitors who get to pop a bottle of bubbly in the tasting room, enjoy a lazy family picnic beside the iconic pavilion, dine in one of the restaurants or explore the historic manor house.

First granted to French Huguenot Jean le Long, Boschendal dates back to 1685 and ownership has passed through several hands including those of legendary mining magnate Cecil John Rhodes.

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