ACCEPT THAT WINE IS A COMMODITY, INTERNATIONAL WINE COMMENTATOR TELLS SA PRODUCERS
Afrikaans volg onder.
There is almost no such thing as a global wine brand that is not fortified and does not have bubbles, claims high-profile UK wine authority, consultant and educator Robert Joseph. Apart from the top-selling champagnes, ports and sherries and a few illustrious collectibles that are more often to be found on auctions than in shops, it is hard to think of a wine brand that would sell in duty free shops across the world in the same way as a spirit like Absolut vodka or Gordon’s Gin, in his view.
Editor-at-large of Meininger's Wine Business International and author of the influential Wine Travel Guide to the World, Joseph was addressing Cape wine producers ahead of the opening of entries for the 2015 Global Great Wine Capitals Best of Wine Tourism Awards.
Cape Town is a member of the global network of the world’s leading wine-producing countries that share international best practice to advance standards in wine tourism across the world. Its participation is supported by the city of Cape Town and the Cape Winelands District Municipality.
Joseph said most wine shoppers had a limited interest in wine and bought it as a commodity. "For the majority of people it is a grape-based alcohol beverage, bought in much the same way as beer. In this respect Pinot Grigio and draft beer can be pretty interchangeable”.
Even at the top end, when it is bought as a luxury, many people are less interested in the grape variety, vintage or winemaker than in the status the liquid confers – or the pleasure it gives. “How many of the wealthy Russians buying Lafite and Latour in London restaurants know which grapes these wines are made from?”
He attributed the lack of internationally recognised wine brands to the fact that the market was highly fragmented, and densely proliferated with small-scale producers who lack the marketing budget to build and sustain brands. "Wine messaging and packaging is inconsistent and confusing. Wineries fail to understand what consumers want – and do not do enough to make wine more accessible – and desirable.
"It is crazy to package a R30 wine in the same 75cl glass bottle as one selling for R3 000. Especially as the only reason we use 75cl glass bottles is because that was the lung capacity of a 17th century glass blower."
Urging producers to rethink the way they presented their wines to shoppers, he lauded those taking their cue from the perfume industry. He also said producers should market their cellars as wine tourism destinations on their packaging, encouraging the public to visit their cellars.
He argued that worldwide, wine producers did not do enough to draw visitors to their cellars. They should be highlighting their websites on their labels. They should also be communicating differently on their websites. "Don't use your website just to talk about yourself and your property and your winemaker. Winemakers are not intrinsically interesting to consumers. How many people have heard of Sir Jonathan Ive, the genius designer of Apple's most revolutionary products? These devices have revolutionised all of our lives but you don't need to know his name to buy an iPad. Think of marketing wine in the same context."
He said producers needed to provide information on their websites that was useful to consumers, including details of other local attractions and facilities.
He stressed that tourists visited wineries to be entertained. "That is what California has got right. They understand that wine tourism is not merely a matter of offering tastings. That’s not tourism – it’s try-before-you-buy retailing."
He said that wineries that believe that they don’t charge for tastings are wrong. “Everybody who walks through your door is paying you – with his or her time. They could be spending – note the term - that hour on the beach, or shopping or in a gallery. Charging for tastings means that you are not doing anyone a favour, and you have to offer value for your customers’ money."
He encouraged producers with cellar door facilities to cater for designated drivers, children and possibly even pets, and said they should ensure their cellar door staff were not only well-trained but incentivised to optimise the experience for visitors. "Give visitors free wi-fi access so they can talk about you in real time on social media. And give people an experience they can't get anywhere else by offering vintage or exclusive tastings. Also, think about inviting them to give you their opinions about new labels or wine styles you are thinking of introducing."
Selling directly to consumers via wine clubs enabled producers to establish a relationship with them, to find out their preferences and sell more profitably than via retailers. "In the US, wine consumers tend to join several wine clubs simultaneously and will remain with a club for an average of 24 months and spend $1 200 to $1 700 over that period. This figure is partly explained by the higher prices commanded by US wineries, but the average of US$37 per bottle consumers pay when buying direct is significantly more than when they purchase in a retail store. A fast-growing 10% of all wine in the US is now sold directly to consumers – despite rules that ban shipping between some states."
He said the recent austerity drive in China to temper excessive expenditure should not deter producers from recognising the importance of that country as a potential source of tourists to South Africa. “The Australians understand the value of Chinese visiting wine drinkers. Just look at the Chinese-language signs and wine gift packs at Sydney Duty Free”.
China is now the fourth biggest source of foreign tourists to South Africa, according to Bradley Brouwer, South African Tourism regional manager for Asia Pacific. In 2012, over 130 000 Chinese travellers visited the country, a growth of over 50% on 2011. Numbers are expected to rise significantly after Chinese President Xi Jinping and President Jacob Zuma jointly declared this year the “Year of South Africa” in China, at the 2013 BRICS summit.
In addition to Cape Town-Cape Winelands, the other members of the Global Wine Capital network are Mainz-Rheinhessen (Germany), Bilbao-Rioja (Spain), Bordeaux (France), Florence (Italy), Porto (Portugal), San Francisco-Napa (United States), Mendoza (Argentina), Christchurch –South Island (New Zealand) and, the newest member, Valparaiso-Casablanca (Chile).
Joseph was in South Africa on behalf of The Wine Show.
Entries and conditions for the 2015 Great Wine Capitals Best Of Wine Tourism Awards can be accessed onhttp://greatwinecapitals.com/best-of?filter_region=3&year_won%5Bvalue%5D%5Byear%5D=2014
Entry is free and the closing date for submissions is July 11, 2014.
DATE ISSUED MAY 13, 2014
ISSUED BY DKC (DE KOCK COMMUNICATIONS)
ON BEHALF OF WINES OF SOUTH AFRICA (WOSA) ACTING FOR GREAT WINE CAPITALS GLOBAL NETWORK
QUERIES ANDRÉ MORGENTHAL, WOSA 021 883 3860
TESSA DE KOCK/MARLISE POTGIETER, DKC (021) 422 2690
ROBERT JOSEPH robertjoseph@unforgettable.com
AANVAAR WYN IS ’N KOMMODITEIT, SÊ INTERNASIONALE WYNKOMMENTATOR AAN SA PRODUSENTE
Daar bestaan feitlik nie so-iets soos ? globale wynhandelsmerk wat nie gefortifiseer is of borrels het nie, sê Robert Joseph, ’n leidende Britse wynkenner, -adviseur en -opvoeder. Benewens die topverkoper-sjampanjes, -ports en –sjerries, en enkele roemryke versamel-items wat eerder by veilings as in winkels hoort, sukkel ’n mens na sy mening om aan ’n wynhandelsmerk te dink wat net soos spiritualieë soos Absolut-vodka of Gordon’s-jenever oral ter wêreld in belastingvrye winkels te koop sal wees.
Joseph is die reisende redakteur vir Meininger’s Wine Business International en skrywer van die invloedryke Wine Travel Guide to the World. Hy het Kaapse wynprodusente voor die aanvaarding van inskrywings vir die 2015 Global Great Wine Capitals Best of Wine Tourism-toekennings toegespreek.
Kaapstad is ’n lid van die globale netwerk van die voorste wynproduserende lande wat internasionale beste praktyk deel om standaarde in wyntoerisme wêreldwyd te verbeter. Sy deelname word gerugsteun deur die Stad Kaapstad en die Distriksmunisipaliteit van die Kaapse Wynland.
Joseph sê die meeste wynkopers stel net tot ’n beperkte mate in wyn belang, en koop dit as ’n kommoditeit. “Vir die meeste mense is dit ’n alkoholiese drankie met druiwe as grondslag, en hulle koop dit feitlik nes bier. In dié opsig kan ’n mens Pinot Grigio en tapbier maklik uitruil.”
Selfs al word dit aan die hoë kant van die skaal as ’n luukse gekoop, stel mense minder in die druifkultivar, oesjaar of wynmaker belang as in die status wat die vloeistof bied – of die plesier wat ’n mens daaruit put. “Hoeveel van die ryk Russe wat Lafite of Latour in restaurante in Londen koop, weet van watter druiwe dié wyn gemaak is?”
Hy skryf die gebrek aan internasionaal erkende wynhandelsmerke daaraan toe dat die mark erg gefragmenteer is. Daar is ook talle kleinskaalse produsente sonder die bemarkingsbegroting om handelsmerke te bou en te handhaaf. “Wynboodskappe en verpakking is inkonsekwent en verwarrend. Wynmakerye verstaan nie wat verbruikers soek nie – en doen te min om wyn toegankliker en meer begeerlik te maak.
“Dis malligheid om wyn wat teen R30 verkoop in dieselfde glasbottel van 750 ml te verpak as een wat teen R3 000 verkoop, veral omdat ons bottels van 750 ml net gebruik omdat dit die longkapasiteit van ’n 17de-eeuse glasblaser was.”
Hy het produsente aangespoor om na te dink oor hoe hulle hul wyne aan kopers aanbied. Hy het dié geloof wat hierin die parfuumbedryf navolg en gesê produsente behoort hul kelders op hul verpakking as wyntoerismebestemmings te bemark om die publiek aan te spoor om hul kelders te besoek.
Volgens hom doen wynprodusente wêreldwyd te min om besoekers na hul kelders toe te lok. Hulle behoort op hul etikette die klem op hul webwerwe te laat val. Hulle moet ook op hul webwerwe anders kommunikeer. “Gebruik jou webwerf om oor ander dinge as jouself, jou eiendom en jou wynmaker te gesels. Wynmakers is vir verbruikers nie werklik van belang nie. Hoeveel mense weet van sir Jonathan Ive, die geniale ontwerper van Apple se baanbreker- produkte? Hierdie produkte het ’n omwenteling in ons lewens veroorsaak, maar jy hoef nie sy naam te ken om ’n iPad te koop nie. Oorweeg dit om wyn op dieselfde wyse te bemark.”
Hy het gesê produsente moet inligting op hul webwerwe verskaf wat vir verbruikers nuttig is, onder meer besonderhede oor ander plaaslike trekpleisters en geriewe.
Hy het beklemtoon dat toeriste wynmakerye besoek om vermaak te word. “Kalifornië het dit ingesien. Hulle begryp dat wyntoerisme nie bloot om wynproe draai nie. Dís nie toerisme nie, maar eerder kleinhandel van probeer-voor-jy-koop.”
Hy het gesê wynmakerye wat meen hulle moet nie geld vir wynproe vra nie, slaan die bal mis. “Almal wat by jou deur instap, betaal jou – met sy of haar tyd. Hulle kan daardie tyd op die strand of in die winkels of in ’n galery bestee – en let daarop ek sê bestee. As jy geld vir die proe vra, impliseer dit jy doen niemand ’n guns nie, sodat jy moet sorg dat jy waarde vir geld bied.”
Hy het produsente met kelderdeurgeriewe aangemoedig om voorsiening te maak vir bestuurders wat nie toegelaat is om te drink nie, asook vir kinders en selfs troeteldiere. Hulle moet sorg dat hul kelderdeurpersoneel goed opgelei is, en daarop ingestel is om die besoekers die beste moontlike ervaring te besorg. “Gee besoekers gratis wi-fi-toegang sodat hulle regstreeks op die sosiale media oor jou kan klets. Bied mense ’n ervaring wat hulle nêrens anders kan kry nie deur hulle ou oesjare te laat proe, of iets eksklusiefs. Oorweeg dit ook om hulle te vra om hul menings te gee oor nuwe etikette of wynstyle wat jy dalk bekend gaan stel.”
Regstreekse verkope aan verbruikers deur wynklubs maak dit vir produsente moontlik om in ? verhouding met hulle te tree, agter te kom wat hul voorkeure is, en meer winsgewend as deur kleinhandelaars te verkoop. “In die VSA sluit wynverbruikers meestal tegelykertyd by verskeie wynklubs aan. Hulle bly gemiddeld twee jaar lank lid van ’n klub, en bestee in dié tyd $1 200 tot $1 700. In die geval van hierdie bedrae moet ? mens in gedagte hou dat wynmakerye in die VSA hoër pryse vra, maar die gemiddelde van $37 per bottel wat verbruikers betaal wanneer hulle regstreeks koop, is desondanks aansienlik meer as wat hulle by ’n kleinhandelaar sou betaal. Ondanks regulasies wat verskeping tussen sommige deelstate verbied, word reeds sowat 10% van alle wyn in die VSA vandag regstreeks aan verbruikers verkoop – en hierdie persentasie styg vinnig.”
Joseph het gesê China se onlangse veldtog om oordadige besteding te snoei, moet produsente nie daarvan weerhou om die belangrikheid van daardie land as ’n potensiële bron van toeriste na Suid-Afrika te onderskat nie. “Die Australiërs verstaan die waarde van besoekende Chinese wyndrinkers. Kyk maar net na die uithangborde en wyn-geskenkpakke met Chinese skrif in Sydney se belastingvrye winkels.”
Volgens Bradley Brouwer, Suid-Afrikaanse Toerisme se streeksbestuurder vir Asië aan die Stille Oseaan, is China tans op drie na die grootste bron van buitelandse toeriste na Suid-Afrika. In 2012 het meer as 130 000 Chinese reisigers die land besoek. Dit is 50% meer as in 2011. Na verwagting sal die syfers aansienlik styg noudat die Chinese president, Xi Jinping, en pres. Jacob Zuma by verlede jaar se BRICS-spitsberaad, 2014 tot die “Jaar van Suid-Afrika” in China verklaar het.
Benewens Kaapstad-Kaapse Wynland is die ander lede van die Great Wine Capitals Global-netwerk Mainz-Rheinhesse (Duitsland), Bilboa-Rioja (Spanje), Bordeaux (Frankryk), Florence (Italië), Porto (Portugal), San Francisco-Napa (Verenigde State), Mendoza (Argentinië), Christchurch-South Island (Nieu-Seeland) en die jongste lid, Valparaiso-Casablanca (Chili).
Joseph was namens The Wine Show in Suid-Afrika.
Gaan na http://greatwinecapitals.com/best-of?filter_region=3&year_won%5Bvalue%5D%5Byear%5D=2014 vir inskrywings en die voorwaardes vir die 2015 Great Wine Capitals Best of Wine Tourism-toekennings.
Inskrywings is gratis, en die sluitingsdatum vir voorleggings in 11 Julie 2014.
DATUM UITGEREIK 13 MEI 2014
UITGEREIK DEUR DKC (DE KOCK KOMMUNIKASIE)
NAMENS WINES OF SOUTH AFRICA (WOSA) WAT OPTREE NAMENS GREAT WINE CAPITAL GLOBAL
NETWORK
NAVRAE ANDRÉ MORGENTHAL, WOSA, 021 883 3860
TESSA DE KOCK/MARLISE POTGIETER, DKC, 021 422 2690
ROBERT JOSEPH robertjoseph@unforgettable.com