L to R: Izak Smit (SAWi Project Director), Peter Finlayson (Bouchard Finlayson), Hein Koegelenberg (Leopard’s Leap Wines), Guy Lundy (Accelerate Cape Town), Dave Hughes (International wine and spirits judge)

SAWi

SAWi, a plan to change the global perception on South Africa's top wines

BRAND ACTIVITY

Dec 9th 2011, 08:21

The South African Wine Index (SAWi) has recently brought together cutting edge wine producers at the Twelve Apostles Hotel in Camps Bay, to celebrate the extraordinary achievements attained by a category of wines as identified by the latest Index results. Guy Lundy, the CEO of Accelerate Cape Town , who acted as coordinator for the event, indicated how these superior wines can fit in with the superior picture of Cape Town, a place being considered amongst the world s superstars (speech attached). It s a fact that the Cape wine's image abroad has not met its full potential.

At the event media and producers shared ideas how to address the need of the top 4% of SA wineries in particular, in raising the global perception about these wines. All agreed that a specific plan, pursuing a common goal is now required. Wine commentators around the globe attest to the fact that the time for South African wines has come and that we should be leading with our best superstars to create the belief that we provide value by providing tremendous quality.

Michael Fridjhon, well known wine writer, has recently made this remark: The past decade has seen extraordinary changes at the top end of the South African wine industry. This is Cape Wine s brave new world where potential and what was possible, have come together.

Media and wine judges were called on to do away with negative reporting about wine but, to rather align themselves in a new manner behind South African icon wines. Support, rather than undermining these wines is now required. Media was also asked to more often write about the extraordinary elements of South African wine. Wine is not about people but, about place.

Outside current efforts of trying to build a South African Wine awareness and "SA brand" it was felt that now is the time to place more emphasis on the uniqueness of regional aspects of South African wines and to bring those to the attention of opinion leaders and top end consumers in key markets worldwide.

The group will again gather in future to exchange further ideas and to provide credence to the plan.

More about these top 24 wines, known as the Ambassadors Club range of wines can be accessed on the SAWi website www.sawineindex.com. Limited number uniquely compiled sets of these wines will be made available through Cybercellar.

While the large number of wine competitions and differences in competition results brings about disillusionment amongst consumers, the unique composite SA Wine Index Rating will again restore the confidence of consumers, starting to take note again.

It is hoped that the success of this initiative will contribute to the greater general acceptance of South African wine throughout the world.