Wosa has stepped up activities in Asia, with a focus on key wine hubs.

Wines of South Africa (Wosa) has established a presence in Hong Kong as a platform for stepping up marketing efforts in key Asian markets. Michaela Stander, Market Manager Asia, relocated to Hong Kong in October to manage the Asia focus.

According to Wosa CEO Siobhan Thompson, having a regional market base means WoSA can better capitalise on opportunities in the region. “We can now more effectively support the growing number of South African wine brands trading in Asia, along with their importers, through increased education, networking and consumer activities in the region.”

The priorities will be Hong Kong – which enjoys Asia’s highest per capita consumption of wine, is a centre of connoisseurship and a major travel hub – mainland china (particularly the first tier cities of Beijing, Shanghai and Guangzhou) and Japan.

According to Sawis’ figures for 2014, year-on-year sales volumes of bottled wines to china grew by 63% and to Japan by 9%.

Siobhan observes a rising interest in South African wine, notably in china, where consumers are becoming more adventurous and keen to make new wine discoveries. “We have a combination of features in our favour: wine excellence, with quality affirmation coming from international influential opinion formers; heritage; a variety of wine styles; and fair value at all price points.”

China’s recent austerity measures are seeing the culture of gifting being replaced by the far more sustainable culture of consumption. As a result, wine lovers are increasingly looking for excellence at realistic prices. South Africa is extremely well placed in this regard, from luxury to more affordable offerings.

South African showcase in Hong Kong

Following the success of the first market-wide trade-cum-consumer tasting in April 2014, celebrating 20 years of South African democracy, Wosa plans to run an annual, month-long, market-wide South African wine festival each April to coincide with the country’s 27 April freedom Day.

The venue partner for the 2015 festival is The Park Lane Hong Kong, a Pullman Hotel. Activities in the hotel during the month will include trade and consumer events, a master class, a visiting South African chef food week, a themed gala dinner, plus various wine promotions at three food and beverage outlets.

On-trade and retail promotions will also be supported across a number of venues in Hong Kong.

Cru Magazine, a leading Hong Kong bilingual wine and lifestyle magazine, will again publish a South Africa supplement in its April issue. This will include reviews from a panel tasting of South African wines judged by independent professionals and sommeliers.

“Wosa would like to work with SA wine brands travelling to Asia (especially China, Hong Kong and Japan) to identify promotional opportunities, aimed at the more involved consumer. Please keep us updated on your travel plans!” urged Michaela.