Top 100 SA Wines at ProWein 2013

Monday, 8 April, 2013
Top 100 SA Wines
Top 100 SA Wines successfully showcases a portfolio of 40 of South Africa’s finest wines at ProWein, Dusseldorf, Germany. 24 - 26 March 2013
ProWein 2013 was an immense success. The Top 100 team recently returned from this extremely busy and prestigious German event. The dedicated ProWein stand was a huge success. The ever powerful brand and stand design proved to be a top end draw-card. Attendees from all over the world were attracted to visit and spend time being introduced to the large range of Top 100 wines being showcased.

4 780 exhibitors from 48 countries exhibited this year, making it the largest ProWein event to date. More than 44 000 trade visitors attended the show this year. The event was European centric with additional large delegations from the USA and the East. Some 96% of visitors polled on the final day said they had achieved their goals and were very satisfied with their visit to ProWein.

Retailers, wholesalers and those in specialist trades accounted for almost half of the visitors, followed by members of the restaurant and hotel trade. 70% of visitors held management positions.

ProWein expanded into new halls this year in order to cater for the increase in exhibitor numbers. The Top 100 stand was located in Hall 1 together with WOSA and a number of other New World countries and exhibitors. Thus there was a focus and reason for trade representatives to spend time there.

Particularly strong was the interest shown by agents seeking wines that were not already being sold in their home countries. This is an opportunity that Top 100 will investigate further to see how to aid transaction opportunities for vineyards.

Measuring accurate footfall on each stand was not possible. Top 100 had two staff manning the stand with up to four persons at busiest times, reflecting the exception traffic. Meetings, tastings and enquiries were non-stop. Furthermore the strategy to provide each enquirer with a flash drive that included comprehensive and useful data on each wine, plus vineyard contact details, was hugely popular and one step ahead.

A dedicated social media strategy and direct mailing was applied beforehand to the trade market. This motivated stand visits and enjoyed considerable success and positive feedback. Clearly many visitors were as a direct result of these actions.

The general perception among visitors and exhibitors is that ProWein is a place “where business gets done”. The Top 100 team experienced a similar commercial focus.

The 2012/13 edition Top 100 book was sold out on the first morning of the event. This once again provided a solid indication, just how sought after this book of fine wines is becoming. More and more trade buyers use it as a definitive reference tool for sourcing fine SA wine.

MD at show organiser Messe Düsseldorf, Hans Werner Reinhard, quoted: "In combination with the large number of decision-makers coming to Düsseldorf this development confirms ProWeins leading position as an international meeting point and central orders platform for the worlds sector."

Many favourable comments and potential transaction were shared. Top 100 South African exhibitors had this to say:

Eikendal Vineyards Chris Saager shared: “I want to say thank you very much for the great time I could spend with the Top 100 team at ProWein. I think it really was worthwhile to spend cash, time and more! The stand was more than an addition to the WOSA stand and a really eye catching stop-and-meet place for trade looking for high-end SA products.”

Saronsberg Vineyards Mandy Dewing added: “Thank you for all the hard work and for showcasing Saronsberg. Top 100’s efforts were really amazing and so great for South Africa.”

China was a new exhibitor at this year’s event. ProWein will be introduced to China in November this year. Top 100 SA wines is currently involved in plans to promote fine SA wines there too later this year. Further details to participate in this key commercial opportunity will be released to the trade in due course.