SA producers band together to push quality message5th February, 2013 by Rupert Millar
A group of 15 South African producers have formed a new group to push the image of high-end wine from the Cape.
Premium Independent Wineries of South Africa (PIWOSA) was formed last month with the backing of Wines of South Africa, Wine Industry Ethical Trade Association and Integrated Production of Wine.
The group includes Cederberg Cellar, Journey’s End, Paul Cluver, Ken Forrester and Jordan Wine Estates.
Its aim is to raise the profile of premium South African wine, which chairman Rollo Gabb of Journey’s End Vineyards stated was “hugely under-represented” in the on- and off-trades around the world.
Gabb explained: “Together we represent the incredible diversity that is seen across the Premium South African wine industry today. We each portray our own mesoclimates and special soils, while sharing a collective belief in the high potential of our sites and supporting our respective regions.
“South African winemaking has progressed to the point where it competes head on with premium wines from Australia, France, California and New Zealand – offering exceptional quality at very competitive prices.
“However, premium South African wine remains hugely under-represented in the on- and off-trade and we feel there is work to be done, and progress to be made. Through working together, we hope to raise the perception and presence of premium South African wines internationally. This will help to increase the value of South African wine sold worldwide, leading to significant job creation across the South African wine industry.”
The group will be launching a series of marketing initiatives this year, starting in the UK and Scandinavia.
The UK dates, covering a series of trade and consumer tastings, have been set for 3-6 June.
A website will go live on 7 February at www.piwosa.com