Top image caption: Lorraine Immelman

With entries having opened for South Africa’s leading international drinks competition, the Michelangelo International Wine & Spirits Awards, two major new sponsors as well as a ground-breaking technical innovation was announced to mark the 21st running of this wine and spirits industry event.

Tsogo Sun, South Africa’s largest independent hotel group and airline carrier Airlink have come forward as Michelangelo sponsors. According to Lorraine Immelman, founder and MD of the Michelangelo Wine & Spirits Awards, the sponsorships from Airlink and Tsogo Sun are set to take the competition to new heights.

“Tsogo Sun and Airlink are two of the leading brands in the South African hospitality industry, of which wine and spirits are an integral part,” says Immelman. “With their partnering the Michelangelo International Awards we have the opportunity to unlock value and create further opportunities for entrants to the competition and their products, the greater wine and spirits loving public as well as, of course, these valued new sponsors.

“Together with Airlink and Tsogo Sun Michelangelo will be in a position to literally spread its wings and open doors throughout South and Southern Arica. The ink has just dried on the agreements and plans have to be finalised, but all I can say is: watch this space!”

Since its inception in 1997 the Michelangelo International Wine & Spirits Awards has grown to being South Africa’s leading drinks competition, in 2016 attracting 1829  entries from local as well as international producers. This is the only South African drinks competition to be adjudicated by panels consisting of predominantly international judges, wine and spirits experts from all seven continents. The award-winning wines and spirits are adorned with the stylish Michelangelo decals which have become recognised as hallmarks of quality for the products concerned, elevating the market presence for the wineries and distilleries by underscoring the quality of the contents in the bottle.

Immelman says that being a leader in the field of wine and spirits selection, the Michelangelo International Wine & Spirits Awards have a responsibility to pioneer technological initiatives to add value for entrants and to entrench the faith the market-place has in the winning wine and spirits brands.

“Using various experts in the field of digital marketing, Michelangelo has embarked on a ground-breaking project that as far we know is a world first,” says Immelman. “From this year the coveted Michelangelo awards stickers  – from silver and gold to double gold and platinum, all the way up to trophy award stickers –  will carry a QR code. Once scanned on the smartphone of the retail, restaurant or hotel customer, the code will allow access to succinct and varied information on the product, including tasting notes, the producer’s story as well as guide as to where the specific product can be purchased and/or ordered. Data on the major Michelangelo sponsors – Airlink, Tsogo Sun and Multi-Color Corporation – will also be accessed.

“Wine is made in the vineyard and spirits crafted in the pot-still,” says Immelman. “But it is up to events such as Michelangelo to embrace innovation and technology to ensure the various producers who enter the competition, as well as consumers, benefit from the exposure and marketing initiatives we competition-organisers embark on.”

In a further initiative to broaden its reach, Michelangelo has also entered into a joint venture and shareholding agreement with Media Nova Publishing of Namibia, and Tamasa Trading South Africa, with one objective: To drastically add value and brand recognition and sales to the South African Wine industry by offering publicity and distribution opportunities throughout Africa and the Far East.

“We are going into our 21st year on a high-note,” says Immelman, “and offering amazing added-value and opportunities for producers to join us in celebrating this milestone for Michelangelo.”

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