South Africa participates at HKIWSF 2014

1 December 2014

Over 1 000 exhibitors from 38 countries and regions participated at the seventh edition of the HKTDC Hong Kong International Wine & Spirits Fair, which was held at the Hong Kong Convention and Exhibition Centre (HKCEC) from 6–8 November 2014.

HKIWSF Opening Ceremony

Wines of South Africa (WOSA) has been participating in this event since the inaugural show of 2008 and, over the past six years, the fair has become an effective platform to reach buyers and consumers from an increasingly wider audience in Asia. This year, our participation coincided with news of the opening of our WOSA Office in Hong Kong and feedback from the market has been very positive. Having a regional market base means we can better capitalise on opportunities in the region.

Fifteen South African wine companies participated on the WOSA pavilion, which covered approximately 72sqm. In addition, we asked the show organisers to group all of them together in order to create a bigger Brand SA presence. In order to showcase the quality and versatility of wines South Africa has to offer, WOSA put together a range of themed tastings, which was presented from the WOSA information counter stand over the three days of the fair. These were a fantastic draw card to the pavilion and received a lot of positive feedback. As one visitor to the stand summed it up: “There are not many South African wines in Hong Kong yet. It has been an eye-opener to taste so many high quality South African wines in one place.”

This year’s show registered close to 20 000 trade visitors from 75 countries and regions, and on the last day more than 31 000 consumers visited the fair. Although I was surprised by the size of the exhibition and visitor numbers in a time of slow-down, especially in the mainland Chinese market, and considering that Vinexpo Asia Pacific was held at the end of May, it does point to the expanding demand in the market.

Hong Kong is a strategic market in itself because wine consumption is higher here than in any other part of Asia. It is also a centre of connoisseurship, with a high level of involvement in wine and fine dining. Since the abolishment of duties on wine in February 2008, the Hong Kong market continues to enjoy steady growth. Imports of wine grew to US$782 million in the first nine months of 2014, a year-on-year increase of 2 per cent. At the same time, Hong Kong provides a springboard into mainland China and Macau, as well as the other countries of Asia. In the January-to-September period, the value of Hong Kong's wine exports amounted to US$210 million, representing a nearly 37 per cent increase compared to the same period in 2013.

As the wine market in the region matures, there is bound to be a growing number of wine drinkers keen to experience a diversity of wines and wine styles. The South African category has a combination of features in our favour: wine excellence, with quality affirmation coming from international influential opinion-formers; heritage; a variety of wine styles; and fair value at all price points.

WOSA group stand at HKIWSF

Michaela Stander

Market Manager: Asia

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