South Africa annually exports R10,5 billion of wine to 125 countries worldwide. Can we boost export volumes and values during tough times? At ProWein, the South African wine industry embraced this challenge by stealing a bit of the show.
Groote Post’s Peter Pentz poses with pop legend Kylie Minogue at ProWein 2023.
At this year’s ProWein, the world’s biggest and most important wine trade expo in Düsseldorf, Germany, held from 19 to 21 March, Brand South Africa was as captivating as Kylie Minogue. Which is quite the compliment, given Hein Koegelenberg’s Hein on Wine take. “A strong brand is the dream of everyone trying to sell something,” he writes in his blog. “If there is one thing the music mogul has, it is a much-loved brand.”
Minogue’s debut French rosé sold out three times in three months two years ago. Last December, her 0% sparkling rosé sold a bottle every ten seconds. Koegelenberg, CEO of La Motte Wine Estate and Leopard’s Leap Family Vineyards, believes ProWein “managed an interesting new way to tell the wine trend story to a rather star-struck wine and drinks trade” with Minogue as its star exhibitor.
Starting out in 1994 with 321 exhibitors from eight countries, and after Covid breaks, 2023 was indeed a different wine game. With 6 000 exhibitors from 60 nations in 13 halls, 49 000 trade visitors from 141 countries were more than spoiled for choice. Italy had three halls, France and Germany two each. However, South Africa, grouped together with other New World countries, enthralled as a collective and was well-visited compared to others.
An on-show survey found that 17% percent of all 49 000 visitors were explicitly interested in South African wines. “South Africa is known for its exceptional quality of wines, and the diversity of the terroir is your great trump card,” says Christiane Schorn of ProWein. “Consumers worldwide appreciate this, and ProWein is the perfect platform to present these wines to global traders.”
The importance of attending ProWein cannot be overstated. After 15 years, Perdeberg Cellar CEO Gerhard van der Watt feels ProWein still provides an unparalleled opportunity for small and big companies to connect with buyers. “You will meet buyers scouting for wines from entry to top level, from markets you would never be able to explore cost-effectively on your own,” he says.
Wines of South Africa in Düsseldorf during ProWein 2019.
THE WoSA PAVILION: WOW!
A well-earned nod goes to the WoSA Pavilion, which pulled out all the corks with a record number of over 100 exhibitors, several brand premieres, and a dedicated space for The Wine Arc.
“International buyers and agents know this show is where South African wine is best represented,” says Maryna Calow, WoSA Communications Manager. Petra Mayer, WoSA Market Manager for Germany, believes the stand’s high attendance impressed traders. Sommeliers and wine gastronomes showed renewed interest in old vines and Chenin Blanc. “To reach these markets, you need wines with a unique selling proposition, international quality, and an unmistakable South African typicity,” Mayer says.
Unmistakably typical was the palpable Mzansi energy within the WoSA pavilion.
Darling Cellars MD Riaan de Waal, previously exhibiting on their importer’s stand, feels the “well-organised collaboration” attracted more South African-focused clientele.
“Walking through the other halls was inspiring and confirmed the buzz that existed around South Africa,” says Carolyn Miller, of first-time exhibitor Hasher Family Estate, which released their second vintage at ProWein.
As a new brand, Shirley van Wyk of Terre Paisible found the spirit among producers and the referrals between them encouraging. “There is clearly a common goal to put South Africa on the map as a premium wine producer, and a united front will get us there sooner,” she reckons. “We have no reason to be anything but bullish on our pricing. When the wines are of the quality that supports the pricing, I found that buyers were happy.” Terre Paisible’s Old Vine Sauvignon Blanc garnered interest and an export deal.
SUSTAINABILITY SELLS
No-and-low alcohol, rosé, and sparkling wine trended on Minogue’s beat, but unsurprisingly, sustainability was the biggest trend.
According to Rydal Jeftha, MD of Koopmanskloof, who has attended ProWein for two decades, 2030 is seen as a target year for all EU-imported wines to have a sustainability profile, including social, environmental, and economic development. “Some say a human rights development category will be added, too,” Jeftha says.
Spier showcased its organic wine at ProWein, which represents its most important international business platform. “Being part of the WoSA pavilion showed visitors the South African winelands’ collaborative progress in tackling climate change, regenerating the environment, and programmes to drive social upliftment,” says Spier Marketing Manager Lize-Marie Nieman.
Perdeberg has of late won many Scandinavian tenders for sustainable can, PET, and Tetra packaging. “While we think it’s the way to go, the move is driven by trade buyers while consumers are finding it harder to adopt,” Van der Watt cautions, adding that organic and Fairtrade wine consumption is still only focused in Scandinavia and the UK. He believes South Africans benefit from a well-regulated sustainability sector, ahead of many other regions.
Alternatives to glass bottles in the spotlight:
- Italian estate Cantina Goccia showed off their “Frugal Bottle” composed of 94% recycled paper in which they bottle 80% of their wines.
- Pfalz bio estate Galler’s white wine Cuvée in a 500 ml beer bottle with a crown cap was inspired by Germany’s returnable bottle system, which has a 98% return rate.
- Württemberg cooperatives will soon launch a nationwide returnable system for a 750 ml wine bottle.
THE WINE ARC: ANOTHER WOW!
Denise Stubbs of Thokozani and Diemersfontein agrees that South Africa is far ahead when it comes to sustainability. “Especially with Fairtrade, ethical trade, and what we do in our communities,” she says. Stubbs, attending her eighth ProWein this year, exhibited under the umbrella of The Wine Arc, where visitors lined up to meet 11 transformation brand owners, taste their wines, and hear their stories.
“It’s important for me to tell my story to the world,” says first-time exhibitor Koni Maliehe, owner of Koni Wines. Already exporting to Germany, she met with other European buyers at the show.
Stubbs, who found a new German importer for two Thokozani wines, advises patience. “This year, I also achieved my goal of finding an importer in the Netherlands after six years of working to find the right person,” she says.
Co-owner Lesego Holzapfel said ProWein confirmed international interest in Khai Wines, a new South African, women-owned, black-owned business with a sustainability focus. “Our beekeeping initiative creates sustainable jobs and allows our consumers to participate in this meaningful cause,” Holzapfel explains. “Because our brand is youth-owned and our colourful label tells our authentic story of diversity, we attracted millennials too at ProWein.” Khai Wines signed an Australian export deal and attracted interest from Austrian and Hungarian importers. Holzapfel thanked Wendy Petersen, Sawitu, and The Wine Arc for their assistance.
South Africa stood out at ProWein this year for its exceptional wines, diversity of terroir, old vines, sustainability profile, authentic stories, and producers who are ticking more and more premium wine boxes. What could sell every 10 seconds? Koegelenberg thinks we have incredible, innovative sustainability stories, but we need to capitalise on them and tell the world. The wine sector must innovate even more to attract new customers into the wine category. Challenge accepted? Producers have already booked and started arrangements for the 30th ProWein in Düsseldorf from 10 to 12 March 2024.
Read more about the show at prowein-world.com.
