SA wine importer launches in HK

Maslow International, a specialist wine importer focusing exclusively on mid-priced South African wine, has launched in Hong Kong.

Established by South African wine lovers, Henjo van Niekerk and Dayne Jans, Maslow International has positioned itself as an importer specialising in “affordable, good quality and diverse wines”, sourced directly from South African estates.

Initially focusing on wines from Sutherland in the Northern Cape and the low calorie ‘Slim Lady’ brand, Jans and van Niekerk have identified a gap in the market for mid-priced South African wine in Hong Kong.

“The South African wine industry is still young in Hong Kong,” said van Niekerk. “In the international market, we can’t afford to ship out sub-par wines at astronomical prices and believe that we are going to make an impact on the market.

“We believe South African wines have the potential to corner a special segment of the market. We are offering very high quality wine but at very affordable prices. So we are targeting the ‘value for money’ market with our current bottles selling at under HK$250 per bottle.”

Maslow’s current range includes Sutherland’s Pinot Noir 2013, Sauvignon Blanc 2015, Syrah 2011, Unwooded 2016 and Wooded Chardonnay 2014, Cabernet 2011 and Grenache Rose 2016 as well as Slim Lady’s Sauvignon Blanc and Rose.

Despite Hong Kong being a traditional red wine market, van Niekerk has highlighted a recent shift in the demand for white wine – especially for South Africa’s beloved Chenin Blanc and lower alcohol brands.

“Hong Kong is enjoying the versatility of Chenin. We are also seeing a change in attitude to white wine in the female and younger segment – white wines are very popular with women.”