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WOSA planning online retail focus in 2011

Wines of South Africa is planning a series of online promotions in 2011 linked to internet specialist retailers, independent merchants and multiple retailers with dedicated web-based wine businesses.

The generic body aims to grow consumer awareness of the extensive variety of wines South Africa produces, from well-known brands to small, premium producers.

The body also aims to increase the online community for South African wines in the UK, through its recently re-launched website, Twitter and Facebook.

Underpinning all online communication will be a message around environmental sustainability.

Linked to the Wine of Origin scheme, the new sustainability seal was launched with the 2010 vintage and is expected to be used on around 80% of all South African wines by the 2011 vintage.

South Africa is the first country to introduce an industry-wide, on-bottle guarantee of sustainable wine production.

“The South African wine industry is coming of age in the UK market. Consumers are increasingly interested in the breadth of styles that South Africa is able to produce and are prepared to pay more to explore the higher-end wines from the country”, said Jo Wehring, UK market manager for WOSA.

“This is reflected in the uplift we are seeing in sales of our wines at over £5, where South Africa is outperforming the market," Wehring added.

Lucy Shaw, 07.02.2011

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