THE BENEFITS OF BECOMING A WINES OF SOUTH AFRICA MEMBER

HOW DOES WOSA ADD VALUE TO THE INDUSTRY?

• WoSA's primary role is to build a positive image for South African wine. It is not a sales organisation, has no sales staff and takes no orders. Its job is to shine a positive light on South African wine at all times, no matter what is happening in the trading cycle.
• Not-for-profit organisation, owned by industry not government
• Funded by levies
• Operates internationally and not in South Africa
• Full-time 'office' in London (two people), New York (one person) and Hong Kong(one person)
• Full-time person dedicated to Africa (located in Johannesburg)
• Contracts with agencies in:
  Canada (Toronto)
  Sweden (Stockholm)
  Netherlands
  Germany (Baden Baden)

MISSION

• To contribute to the global success of the South African wine industry through building Brand South Africa.

VISION FOR SOUTH AFRICAN WINE

South Africa is recognised worldwide as:

Producing premium quality, interesting and distinctive wines...
in the world's most beautiful, biodiverse winelands...
in an environmentally sensitive and ethically responsible manner.

BUSINESS SCOPE

Enhance the image and reputation of South African wines in key international markets.

• Assist with the development of new export markets.
• Assist with capacity building among exporters.
• Facilitate the development of South African wine tourism.

STRATEGY FOR 2018 TO 2023

Focus markets and supporting investment for the three years is based on:

1. Future Sources of Growth - create awareness of Brand South Africa and encourage trial and drinking of South African Wines in order to grow exports in high potential markets. These markets are: USA, China, Africa (Angola, Kenya, Uganda, Nigeria and Ghana).
2. Protect the current source of volume in established selected markets in Europe (UK,Germany, Netherlands and Sweden) and Canada, while growing value share.

Adding value externally by

1. Building an image for and enhancing knowledge of the South African winelands
   • Developing our USP - Our new platform of 'Welcome to our World of Discovery' - a melting pot for diversity of people and places
   • Developing and distributing collateral
   • Building relationships with journalists: wine and lifestyle
   • Drive positive PR messages to create awareness and build our image in trade and social media
   • Tasting: one-on-one; generic trade
   • International Sommelier Cup competition - building Brand Ambassadors
2. Providing an information resource for consumers, trade, journalists and students
   • Websites
   • Press releases
   • Maps
   • Photography
   • E-brochures
   • On-line education
   • In person
3. Supporting companies to enter markets
   • Generic stands at international shows; for detailed information click on www.wosa.co.za/About-Us/WOSA-Events-Calendar/
   • Generic tastings
   • Importer database
   • Marketing newsletters with information on upcoming events
   • Export enquiries - regular newsletter on trade enquiries
   • Emerging markets
4. Facilitating journalist and buyer visits
   • Co-ordinate and schedule itineraries as per their requests
   • Facilitate inward buying trips
   • Call for wines, e.g. organic, fair trade for tastings
   • Updates of the South African Wine Industry presented to visiting buyers and journalists
5. Promoting causes in the industry
   • Transformation
   • WIETA
   • Environmental Sustainability (IPW, SWSA, BWI Champions)
   • Pebbles
6. Networking to improve wine industry visibility
   • Tourism - SA Tourism, CTRU, Wesgro and CTT
   • SA Wine Routes Forum
   • Presenting at international conferences
   • Brands, DTI
7. Running promotions in our targeted countries
   • South Africa promotions at retail
   • E-marketing
   • Consumer tastings and shows
   • Sommelier Cup

ADDING VALUE INTERNALLY BY

• Improved systems
• Project management and organised funding for Wine-on-Line
• Manage maintenance and refinements

Resources for producers' own marketing

• Promotional material - maps, videos, brochures
• Copyright-free photographs
• Websites
• Industry information
• Recipe books
• Winelands maps

Improving knowledge base of industry

• Online library
• Research - markets insights
• Country analyses
• How to Export - information
• Seminars
• Informing industry of trends: green/eco/packaging

Relationship with DTI

• Export council
• Obtain funding for projects

Assisting new companies to market

• CapeWine
• Generic tastings

The WoSA Media Room

• Here you can find photography of the South African wine lands that you may download and use, free of copyright, for non-commercial use only, e.g. websites, illustration of articles about South African wine and PowerPoint presentations.