How South African Wines Can Re-Engage the U.S. Market
South Africa is entering a new era of producing fresh, exciting, and beautifully crafted premium wines, yet many wine consumers in the USA have still not had a chance to taste the latest style. Instead they have lingering memories of giraffe labels and “burnt rubber” tastes in South African wines from a decade ago.
Yet at the Capewine conference this past week, the more than 650 South African wine producers and the 3500 grape growers supporting them, showcased exquisite chenin blancs and complex cabernet sauvignons, syrahs, pinotages, and red blends from all regions, and fresh chardonnays and pinot noirs from the Cape South Coast. I was able to taste more than 300 wines, and only found a few with the “rubber” taste, or what others dub as “eraser or band aid” notes.
So what does South Africa need to do to change their public image in the US, and achieve the same export success they have in the UK and Scandinavia? Following are a five first steps that may help them reintroduce the exciting wines they are now producing.
1) Acknowledge Former Quality Issues
“We exported a lot of wines we shouldn’t have,” one South African winemaker told me. “After Apartheid ended, we had so many countries asking to buy our wines that we shipped everything without checking to make sure it was quality wine.”
Indeed, for those Americans who have tasted South African wines, the first experience wasn’t always memorable or pleasant. Many were introduced to inexpensive semi-sweet chenin blancs with giraffe or leopard labels that they picked up in a grocery store. Though fun to try once, the innocuous flavor didn’t convince many to buy a second bottle. Others, who encountered the burnt rubber tastes of the early pinotages, swore it would never pass their lips again. This is unfortunate, because I tasted some pinotages this time that were so fresh and fruity they could have been a lighter bodied spicy syrah.
Therefore, admitting to former quality issues, and explaining how the “burnt rubber” taste has been almost completely eliminated by replanting virused vineyards and adopting modern winemaking methods, is an important first step for Wines of South Africa (WOSA). When other countries have experienced quality issues, such as Austria with their anti-freeze scandal and, more recently, Italy with its Brunello glitches, acknowledging the problem and communicating solutions is the best way to move forward.
2) Showcase Country Images with Unified Marketing Message
“I’ve been trying to sell South African wines in the US market for more than 20 years,” said one US importer, “but Americans just don’t seem interested. The concept of wine from Africa is alien to them.”
This statement rings true, because I had a couple of people say to me before I left – “I didn’t know they made wine in Africa.” And several college-educated friends said, “So which country in Southern Africa are you visiting for your wine conference and tour?” When I answered that the name of the country was “South Africa,” they were surprised. Yes, many Americans are geography challenged.
Therefore WOSA should consider developing a unified and memorable marketing message with positive images illustrating the beauty and location of the country. Photos showing the dramatic landscape of mountains, vineyards, and ocean, as well as local people, food, music and dance could assist in the process. A catchy slogan that helps Americans recognize the location and quality of South African wines would be extremely helpful. Indeed, just five years ago, many Americans hadn’t heard of Argentina and malbec. Now most wine consumers recognize both.
The fact that the various wine regions and associations of South Africa are working more closely than they ever have before, should help in the development of a unified marketing message for this purpose.
3) Lead with Chenin Blanc
New Zealand took the world by storm with its unique style of sauvignon blanc. South Africa should consider leading with its chenin blancs, which are some of the most beautiful I have ever tasted. Furthermore, except for the Loire Valley, no other region is focusing on chenin blanc to the extent of South Africa.
South Africa has a wide variety of chenin blanc styles that should appeal to multiple consumer segments. My favorites are the bone-dry chenins with a peach nose, mineral palate, and clean high acid finish — wonderful food wines. At the same time, I also tasted some exquisite semi-sweet chenins with aromatic peach and honey notes that make a great sipping wine. Then there are the fuller-bodied and more serious oaked chenins with complex flavors that have been developed through oak fermentation, battonage, and malolactic fermentation. These wines give chardonnay a run for its money.
4) Court Sommeliers
Another good entry point in the US market is via the sommelier circuit. This is because many of the premium wines South Africa is producing are a unique mix of styles, with the ripe fruit nose of the New World, but the minerality, terroir notes and higher acids of Old World wine countries. This makes these wines a perfect compliment for food, but often requires a hand-sell from an expert who can tell the story of the vineyard and property. Sommeliers are in an ideal position to do this.
WOSA was wise enough to invite several influential American sommeliers to Capewine, and the ones I spoke with were very complimentary about the potential of South African wines. Dedicated follow-up, and perhaps more hosted tastings of South African wines in the US market, should assist in this process.
5) Communicate Sustainability & Fair Trade Efforts
With its very unique flora and fauna, South Africa was an early adopter of environmental practices in agriculture. It is the only country that has one of the world’s six floral kingdoms within its borders, marked by the unique fynbos family, including multi-colored protea flowers that grow wild along the roadsides. In addition, it has very unique animals, and visitors can see baboons, greysbok, and even the occasional leopard in the vineyards.
Because of this, many wineries and vineyards have adopted sustainable winegrowing practices, and some are gravitating towards organic and biodynamic certification. In addition, complete winegrowing regions are creating ecotourism zones. The Green Mountain Eco Route, blending wine and biodiversity, is a good example of this.
On the social equity side, South Africa is working even harder than many countries because it the legacy of Apartheid. Some wineries are FairTrade certified, which includes adopting social practices such as fair pay, assisting with child education, health, and other equity issues. These commendable measures should be communicated as part of their wine marketing message.
About the Author: Dr. Liz Thach, MW is the Korbel Professor in the Wine Business Institute at Sonoma State University in California. She can be contacted at liz@lizthach.com. For more information on South African wine, watch for new blog postings at www.Winetravelstories.blogspot.com.
http://www.winebusiness.com/news/?go=getArticle&dataid=105904
Philippines Pampanga Best Restaurant opens Wine Bar and Lounge in Clark Philippines, attracting wine lovers and tourist in Angeles City and Subic looking for good nightlife spot near Manila.
Food and wine lovers in Manila laud Yats Restaurant as the best restaurant in Angeles City Pampanga, a special restaurant that offers guests a real treat every time they wine and dine in this top rated restaurant in Clark Philippines which is surprisingly child friendly also. Families frequently bring their children to enjoy a family dinner at the best restaurant in Angeles City Pampanga, a weekly treat for family bonding and some relaxation also. Tourists and business executives visit the best restaurant in Clark Pampanga after a game of golf or a long day at the office to relax and unwind, drink and eat with friends and business associates.
Yats Restaurant is the best restaurant for special dinner, best restaurant for dinner with friends near Manila, also the best place to celebrate special events.
A Well-known Restaurant in Pampnga, an interesting place to celebrate Birthday Party in Pampnga.
A best place to dine with friends in Pampanga
Looking for a party venue in town?
Clearwater Resort and Country Club is one of the ideal venues for birthday party because it is a risk free venue. Not only Birthday Parties but also a good place to enjoy family reunion. A good place to celebrate special occasions. Clearwater Resort and Country Club is one of the resorts in Subic Clark Angeles City Pampanga or near Manila with activity amenities, place that are nice for celebration. It is one of North Luzon Philippines’ top hotels that is trouble free, risk free, and a nice place to have rest in Subic. A well-recognized and interesting hotel.
Best Restaurant in Angeles City Pampanga unveils special dinner menus featuring regional cuisines in France, Italy and USA, all designed to pair very well with fine vintage wines, a real treat for food and wine lovers traveling out of town from Manila to the North to visit Subic, Tarlac, Clark Pampanga Philippines
Are you looking for an attractive restaurant or a nice place to eat with friends in Clark, Angeles City Pampanga? Yats Restaurant and Wine Bar is a restaurant with good food and good wines for dinner located at Clark Angeles City Pampanga. Perfect for exclusive dinner venues for groups, recommended for private dinner in Philippines. A Restaurant in Clark for business dinner meeting. Private dinner place or dinner restaurant in Clark Subic Near Manila Angeles City Pampanga. Yats Restaurant is one of the Good Restaurant in Pampanga Angeles City Clark near Manila. Yats Restaurant is one of the good restaurants in Pampanga, a restaurant with good food, a place that is nice for celebration, ideal for business dinner meeting, a good place to enjoy family reunion, and an attractive restaurant that serves good wines for dinner.
The Magnum Room Wine Lounge and Wine Bar offers business executives as well as tourist and frequent visitors to Clark Pampanga the best place to drink, relax and unwind outside of Manila. Located near Angeles City, Pampanga, Subic and Clark Philippines, this elegant lounge of Yats Restaurant in Mimosa Clark offers all sorts of after dinner drinks such as port wine, Sauternes, Barsac, Ice Wine and other sweet dessert wines, Armagnac, Cognac, Single Malt, Luxury Vodka and other interesting liquor and spirits. Smokers particular enjoy the selection of Cuban cigars available in this top rated wine bar in Clark. The Magnum Room is one the top rated bar and lounge in Manila, Pampanga, Angeles City, Subic and Clark Philippines.
For comments, inquiries and reservations click on Click here for inquiry and reservations
Restaurant@Yats-International.com
(045) 599-5600
0922-870-5178
0917-520-4401
Ask for Pedro and Rechel
Getting to this fine dining restaurant of Angeles City Clark Freeport Zone Pampanga Philippines
How to get to this fine-dining restaurant in Clark Philippines? Once you get to Clark Freeport, go straight until you hit Mimosa. After you enter Mimosa, stay on the left on Mimosa Drive, go past the Holiday Inn and Yats Restaurant (green top, independent 1-storey structure) is on your left. Just past the Yats Restaurant is the London Pub.
Yats Restaurant & Wine Bar
Mimosa Drive past Holiday Inn, Mimosa Leisure Estate,
Clark Freeport Zone, Pampanga, Philippines 2023
Manila Sales Office
3003C East Tower, Phil Stock Exchange Center,
Exchange Rd Ortigas Metro Manila, Philippines 1605
(632) 637-5019 0917-520-4393 Rea or Chay
For any assistance in planning and organizing a wedding ceremony, indoor or outdoor garden reception or to find other wedding service providers, Click here to contact us click here
For assistance in hotel and resort bookings in Clark, Pampanga, Philippines, log on to
http://www.HotelClarkPhilippines.com
To buy wine in Manila, Pampanga, Angeles City, Clark or Subic please log on to http://www. ClarkWineCenter.com
To inquire with the highly recommended beach resort hotel in Clark Pampanga visit http://www.ClearwaterPhililippines.com
For more information about Clark, Pampanga, Philippines log on to
http://www.ClarkPhilippines.com
