New Sponsors Open Doors for Entrants to Michelangelo International Wine and Spirits Awards

Tuesday, 27 June, 2017
The Michelangelo International Wine Awards
Two new proactive sponsorships will create extensive marketing opportunities for entrants in this year’s Michelangelo International Wine and Spirits Awards. The main objective of sponsors Tsogo Sun and carrier Airlink is to give competition entrants the opportunity to expose Tsogo Sun and Airlink clients to the wines and spirits participating in South Africa’s largest competition of this nature.

“Michelangelo has always been committed to providing its entrants various platforms that can benefit their products and brands,” says Lorraine Immelman, founder and MD of the Michelangelo Wine and Spirits Awards which celebrates its 21st anniversary this year. “Media exposure and recognisable bottle stickers are traditional examples of how wineries and distilleries stand to benefit from the Michelangelo brand. With Tsogo Sun and Airlink entering the fray, however, a whole gamut of exciting opportunities have been created to the benefit of the entrants.”

With 1 829 entries last year, Michelangelo is the leading wine and spirits competition in South Africa. This year’s entrants can look forward to exposing their wines to local and international guests staying in one of 14 000 Tsogo Sun hotel rooms in South Africa. Tsogo Sun will film the 2017 Michelangelo judging process and awards dinner, the insert being flighted on Inspire, Tsogo’s in-house TV channel for guests and visitors. Michelangelo award winners will also be invited to showcase their wines in an innovative and exciting public wine event that will be held in Sandton towards the end of the year – the first time the competition has done public tastings.

“Tsogo Sun is one of the South African hospitality industry’s largest wine purchasers, exposing hundreds of thousands of people to its wine offering through 14 entertainment destinations and over 100 hotels,” says Immelman. “Through Michelangelo, the wine and spirits industries now have another dynamic partner committed to adding value to those entering this year’s competition.”

Airlink, the airline servicing 37 destinations in nine African countries within the SADC, has committed to serving the wines of entrants in this year’s Michelangelo International Wine and Spirits Awards on all its flights offering a bar service. “To add to this amazing opportunity for entrants, Airlink is also promoting Michelangelo entrants through its active digital and video channels, as well as in its monthly in-flight magazine. With some 1,3m flying Airlink annually, the exposure is enormous.”

Immelman says the involvement of these sponsors represents the kind of reinvention wine and spirits competitions need in aligning competent critical recognition with commercial opportunities for entrants.

“Ten years ago having a Michelangelo bottle sticker as a seal of approval on your bottle was the main reason for a producer to enter the competition,” says Immelman. Since then the drinks business has become more competitive and more marketing-driven, and we at Michelangelo have a responsibility to offer our entrants opportunities to market and promote their brands, adding value for those entering South Africa’s leading wine and spirits showcase.”

Producers wishing to enter the Michelangelo International Wine & Spirits Awards have until 31 July to submit entries. Details can be found on