ProWein 2015

15–17 March, Düsseldorf

South Africa at ProWein: Bright and colourful

Around 80 exhibitors were showcased under the colourful flag of Wines of South Africa (WOSA) at ProWein. In addition, around 30 importers of South African wines were present, and many winemakers also personally travelled here in order to support their agents. In the meantime, ProWein has established itself as the leading international trade fair for wines and spirits. This year, the Düsseldorf trade fair organisers were able to further expand the appeal of this important wine trading platform. In 2015, some 52 000 trade visitors travelled to Düsseldorf, an increase of 7% compared to last year. Of these, around 47% were foreign visitors from 123 countries. The increase in visitors was mainly due to the increased number of buyers from the USA/Canada, and Central and South America. The range on offer for wine professionals was overwhelming: 6 000 exhibitors, 50 wine nations, and 300 seminars and tastings divided among nine exhibition halls. This year, the layout of the halls was different. The exhibitors were positive, even when visitors frequently complained about the long distances. The South Africans were also pleased with the central positioning directly at the north entrance, close to the underground station. Consequently the colourful, resplendent WOSA stand attracted considerable attention.

South Africa at ProWein: Dynamic and highly attractive

The wine country of South Africa presented around 80 individual exhibitors in a 600 square metre joint stand headed by WOSA. The exhibited range of wines was as representative. Notably, brand name wine producers such as Distell (Nederburg/Cape Legends), KWV and Vinimark presented alongside established export classics, as well as a multitude of new producers. Themed tastings proved to be a crowd puller again this year. In the morning, varietal wines were on the ‘wine pods’ and, in the afternoon, selected wines themed in a wide range of exciting topics. Many buyers and sommeliers were fascinated by this area where visitors could taste and compare selected wines undisturbed, and both renowned buyers and wine scouts looking for new trends were spotted. It was clear from the visitor testimonials that the success factor of the wines on the pods was the high level of quality.

The atmosphere among the South African exhibitors was positive. The stand's service and logistics ran like clockwork. Thus, the exhibitors were able to focus on their numerous advice sessions and meetings. The trade stand was well attended the entire time. However, only the best prepared went home with the desired success considering the high number of offers. I have supervised ProWein for South Africa for many years and my observation is that participation in ProWein is not an export strategy but only a piece of the puzzle in the overall concept. Continuous market development, relationship management, target-specific wine assortments, as well as accompanying market communication are the key factors of success in order to survive against the international, cutthroat competition long-term.

Many of the South African exhibitors were also overwhelmed by the diversity of the international wine selection. Even in the overseas hall it became clear that the markets are saturated with comparable qualities of wine. Chile, Australia, California, New Zealand and many more wine countries presented alongside South Africa with massive pavilions. Increasingly, new products such as wines from Bolivia, Brazil, Canada and Asian suppliers are edging into the world’s wine markets. As new products, they naturally attract special attention from the press and buyers.

Uniqueness, personal presence and continuity are the key success factors

A strategy for successful market positioning is that of quality leadership. Over the past 10 years, South Africa's wine industry has built up a strong, positive reputation for its wines and unbroken quality dynamic, as well as personal networks in trade and with opinion leaders in their respective countries. These substantial, competitive advantages should be cultivated and developed. Evidence that South Africa masters this craft was shown up on the trade fair stand, which was well frequented the entire time.

The tasting themes are a brilliant marketing tool as well – their level of popularity, especially in the afternoon, was enormous. The award winners – Beautiful Bubbles, Single Vineyards, Terroir Extreme, Blends etc – caused great excitement and got amazing recognition from the visitors.

Together we are stronger

Participation in ProWein also sharpens awareness on the part of producers that the valuable export success of South Africans represents a common goal. The competition never sleeps. However, the long-term investment and export effort of South Africans has led to a high profile and popularity, as well as to established and widely spread personal networks. This needs to be utilised and further developed.

Many wine countries currently like to advertise using the slogan ‘diversity’ – the diversity of South Africa, which is due to the diversity of its people and nature, is still unique. It guarantees unique stories and interesting wines that are worth exploring.

The colourful and radiant presence of South Africa at ProWein and the personal commitment of the many exhibitors was an important signal: South Africa is not overseas! South Africa is South Africa! Each and every one of the some 230 representatives, including the WOSA team at the South African stand, was an excellent representative for the benefit of the entire wine industry. Many thanks to all the exhibitors and also to the many South African companies who were positioned around the pavilion.

We look forward to a successful Cape Wine and a reunion at ProWein 2016 from 13 to 15th March 2016 in Hall 9.

– Petra Mayer

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http://www.suedafrika-wein.de/proweinshow/