This a shorten version of the Nedbank VinPro Information Day held recently:

The South African wine industry has a lot to offer global wine consumers, but a fresh approach will be essential if producers wish to take advantage of opportunities in a rapidly changing landscape.

International research institution, Rabobank, listed the USA, Canada and China as the top three attractive target markets for wine in terms of growth and price. “Without a unique story, you only have fermented grape juice, market your uniqueness” said Rannekleiv of Rabobank. South Africa should also change the perception in some countries that its wine quality is inconsistent.

According to Mike Veseth, renowned wine economist in the USA and editor of The Wine Economist blog, the best market for wine is in your own backyard. “Think global, but drink local,” he urged producers. Africa is a lucrative destination for South African wines, with economic growth in Sub-Sahara Africa expected to reach 6% in the next four years.