According to an article in the Mail & Guardian, Su Birch, CEO of Wines of South Africa, expects increased global sales in 2010 as a result of South Africa hosting the Fifa World Cup Soccer tournament.
Wines of South Africa
WOSA is a not-for-profit industry organisation which promotes the exports of all South African wine in key international markets, mainly United States, Canada, Germany, United Kingdom, Russia, Scandinavia and The Netherlands.
Besides increased marketing by South African wine exporters and producers, WOSA intends presenting barbecue (braai – means to bake) festivals in key export nations which have qualified to compete. Coming in the northern hemisphere spring, these are sure to attract plenty of attention and help to lure people out of hibernation. Leading European supermarket groups are eager to present SA wine promotions ahead of the World Cup. The estimated 450,000 visitors to our shores, will be as delighted as we are to be able to purchase premium wines for less than $15.
No that this sales boost is expected to make a difference to the industry in the future – the South African rand has strengthened against the US dollar by 30% which is a concern.
On another note, FIFA has an agreement with the historic winery, Nederburg, to make and market a limited, three edition range of wines for the tournament which will be cabernet sauvignon, a rose and a sauvignon blanc.
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Tags:
2010 FIFA World Cup Soccer, WOSA
This is good news for the wine industry. Hopefully good wine export sales will continue long after the football. Interesting note on Nederburg. I wonder if other farms will introduce some special football labels for 2010?
I can only wish Su well with her braais! I know that she will turn the project into a huge success and the promotions in Europe ahead of the World Cup will create increased awareness for the future.
If the Rand strengthens, we’ll just have to sell more wine!