Brand South Africa gains popularity in Germany

Friday, 23 April, 2004
Cape Legends
Germans respond positively to typical South African goods

Global Brand Manager, Carlen Groenewald has just returned from a 3 week trip to Germany. She represented Distell's boutique brands at Prowein, Continental Europe's largest and most important wine trade fair other than Vinexpo (which is only held every second year).

Carlen's impression was that there is huge interest in South Africa, judging by the crowds around the Wines of South Africa (WOSA) stand and at the stand of their German import agents. After the trade fair, Carlen was involved in a South African promotion at Kaufhof, a large department store chain in Germany. The stores promoted South African goods for a week including items like Mrs Balls chutney, Nomu rubs and other typically South African goods, as well as several wines, of course. Their loyal shoppers were invited to evening functions where these goods could be tasted and purchased.

Carlen was impressed by the response of the German people. Apparently, many, many Germans have either traveled to South Africa themselves or plan to travel here in the near future and have a very positive image of the country, so South African wines and other products are selling very well.

Kaufhof was very pleased with the response and are planning another promotion next year, increasing their exposure from 120 to 300 stores.

Issued by: Cape Legends
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