WOSA change direction at ProWein

WOSA, the embattled exporter’s association, seems to have taken recent criticism of its biodiversity marketing platform for SA wine from Johann Rupert and Michael Fridjhon to heart and come up with a new slogan “it’s not about making better wine, it’s about making wine better.”  Below is Christoph Merchiers, marketing manager for the leading retailer of SA wines in Belgium, Rouseu Wijnen & Likeuren, with a WOSA employee, modelling the new slogan at ProWein.

cm 225x300 WOSA change direction at ProWein

Christoph Merchiers, a leading Belgian importer of SA wine at ProWein

As a native English speaker, I must admit to finding the new slogan confusing, so I can only wonder how it must play in Dusseldorf and Dieprivier.  Is WOSA CEO Su Birch casting herself as Florence Nightingale, nursing a sick wine industry back to health?  Who comes up with these slogans?  Were producers consulted?  Is WOSA out of control?  Does anyone care?