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.
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?