Wines
of South Africa (WOSA) partnered with the Wine Bloggers Conference to build awareness
of Chenin Blanc in North America, by hosting “The Secrets of Chenin Blanc”.
The
seminar was presented by Courtney Luick, the Communications Manager of Cape
Classics – the New York based wine importer founded by South
Africa-born Andre Shearer in 1992 and which represents 17 of South Africa's finest
estates and labels.
“While Chenin Blanc continues to gain traction in
the US, the varietal still remains largely under-the-radar in North America, so
the seminar provided a focused opportunity to engage with the wine blogging
community, and demonstrate Chenin Blanc’s versatility and South Africa’s stance
as a strong wine producing nation,” said Luick.
Topics included the region’s 350 year winemaking
history, unique terroir and progressive sustainability initiatives. A
comparative tasting of Chenin Blanc’s myriad of styles, from un-oaked to
barrel-aged to noble late harvest, followed with bottlings from producers
including DeMorgenzon, Indaba, Ken Forrester and Raats Family Wines.
The activation at the Wine Bloggers Conference is
just one of a number of Cape Classics marketing initiatives aimed at boosting Chenin
Blanc in the US - Cape Classics began a
nationwide marketing campaign in 2012 to build awareness of Chenin Blanc and
has established itself as the first organisation to create a focused South
African Chenin Blanc program for consumers.
The Wine Bloggers
Conference is an annual meeting of citizen wine bloggers, industry bloggers and
other wine and social media professionals who gather to learn and share
perspective on the state of the wine industry.
At a typical conference, attendees write hundreds of blog posts
and Tweet approximately 20 000 times, with a reach of 50 million impressions. The annual American Wine
Blog Awards are also held during the conference, recognizing excellence in new
media.
“I was thrilled with the
positive and inquisitive response from the crowd,” said Luick. “Bloggers have a
strong influence on the buying decisions of consumers, and if you can grab and
hold their interest, it’s proof you’ve got something valuable to their readers
in hand.”