* The Tourism Business Council of South Africa has emailed accommodation establishments that amendments made. to the Immigration Act 13 of 2002 last year requires of hotels, motels, boarding houses, lodges, guest houses, and apartment buildings to keep a register of their guests, take a copy of their ID or passport (none of them do), and take the residential address details. Failure to do so may result in a fine and/or imprisonment of up to 12 months! Interesting is that B&Bs are not included in the list, and that Airbnb is excluded, being accommodation in private homes and apartments in the main!
South Africa’s wine industry was praised for ‘amongst the most exciting wine countries in the world’ last week by top UK wine writer Robert Joseph, who also praised it for ‘the complete revolution in wine and wine tourism’ in the past 25 years, says the media release of Great Wine Capitals Global Network. The organisation hosted an awards lunch at La Motte, to celebrate the South African winners in the annual Great Wine Capitals Wine Tourism Awards, with Joseph as the guest speaker.
Despite praising the progress made in the R5 billion South African wine tourism industry, with about 300 local wine estates according to Business Report, Joseph said that wine tourism should be developed more aggressively around the world. ‘There is a common misconception that wine tourism is about tasting and buying wine. It is not. It is about entertainment and building profitable relationships. Wine tourism needs to attract more visitors, get them to spend money, get them to become regular visitors and encourage them to become ambassadors. It is also about learning from your visitors and addressing their needs‘, he told the wine industry representatives. He shared that 9% of the American wine purchases for home drinking is bought at the cellar door.
Joseph urged wine estates to not offer free cellar-door tastings. ‘If you charge, you have to think about what you are giving them and you have to give them fair value. Charging means your visitor knows where he or she stands. Paying implies a clear-cut and transactional relationship. When you don’t charge, the parameters are not clear and often the interaction between producer and visitor can feel more like a bad blind date. It’s far better to subsequently give a complimentary offering and to be thanked than to be expected to give something for nothing at the outset’, he said.
Addressing customer feedback, Joseph urged wine estates to pay close attention to what visitors were saying about them, by monitoring tourism feedback sites and responding to both praise and criticism, to develop relationships with their wine customers. He urged wine estates to pay attention to the search engine optimisation of their websites, to ensure that they are mobile-friendly, and that the labels and tasting rooms have QR codes to allow customers to seek further information about the wines.
He also urged a focus on designated drivers, given the stricter drink-drive legislation in most countries. More should be done to make designated drivers feel welcome, he encouraged. ‘The same goes for any non-wine drinkers who are part of a group, and also children. They also need to be entertained. Offer more than just wine. Offer activities that will also appeal to those not drinking wine. If you don’t provide food, allow people to use your facilities so they can barbeque or picnic at your venue. Let them bring their pets.‘
He recommended that wine buying by international tourists should be made simpler and cheaper. ‘Instead of shipping from your winery, arrange for distributors in the home countries of your visitors to deliver to them directly. This model is being used by some producers in Europe and is working successfully’.
At the Great Wine Capitals Global Network event, La Motte was announced the 2013 South African Best of Wine Tourism Awards winner, the second year running, and was a Global winner in the Sustainable Wine Tourism Practices category this year. Although announced six months ago already, the awards per category were presented to the winners at the event last week:
* Creation: Innovative Wine Tourism Experience
* Grand Dedale Country House at Doolhof: Accommodation
* Grand Provence: Art and Culture
* Tokara: Wine Tourism Restaurant
* Waterkloof: Wine Tourism Services, and Architecture and Landscapes.
Cape Town/Winelands, Mainz-Rheinhessen in Germany, Bilbao-Rioja in Spain, Bordeaux in France, Florence in Italy, Mendoza in Argentina, Porto in Portugal, San Francisco/Napa Valley in the USA, Christchurch in New Zealand and Valparaiso/Casablanca in Chile are members of the Great Wine Capitals Global Network.
Joseph is editor at large of ‘Meininger’s Wine Business International ‘ and author of the ‘Wine Travel Guide to the World’. He is also the founder of the UK-based International Wine Challenge and of multiple Wine Challenges throughout Asia and eastern Europe. Joseph’s thejosephreport.com is one of the most respected and controversial international wine industry blogs.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
A new R11 million one-year Sommelier training program has been launched by the Department of Tourism in conjunction with the Cape Wine Academy. It is apt that the program was launched in Franschhoek, which was described by Minister of Tourism Marthinus van Schalkwyk as ‘the best blueprint for wine tourism in SA’.
Launched at La Motte last month, the objective of the training program is to grow the skills of 200 learners in one of the identified ‘niche sectors being of particular importance for SA, wine tourism being one of them’, said Minister van Schalkwyk, reported the Franschhoek Tatler. He added that there were good job prospects once the trainees have completed their program. The new sommelier training program follows the Minister’s recent Youth Chef training programme.
Cape Wine Masters Lizette Tolken and Derek Ramsden are some of the lecturers involved in the Sommelier training program, which incorporates four six-week practical work segments in the wine industry. For the first practical, which has been completed, distributors and wholesalers such as Distell, Meridian and DGB, Vinimark, Smollens, Liquidity, Panniers, Wine Logistics, Swirls, NixAn Wines, Nicholson Smith, International Wines, together with Beyerskloof, Delheim, Simonsig, Vergelegen and Spier, all took in learners. The practicals will also include front-of-house training in restaurants, retail outlets and hotels such as Southern Sun, Ultra Liquors, Spar, Shoprite Checkers, The Butcher Shop & Grill, and The Baron Group.
Minister Van Schalkwyk has appealed to the private sector to support and enhance the programmes of his Department, and thanked it for the important role it plays in the development and promotion of tourism. “It is well known that the private sector bears the major risks of tourism investment, as well as a large part of the responsibility to satisfy tourists. Through its training programmes, government is committed to encouraging the further growth, development and profitability of the tourism private sector by providing already-trained staff, such as these sommeliers, who are immediately able to fulfil a productive role in the hospitality sector,” the Minister concluded.
While the Sommelier training program is commendable, one wonders why the South African Sommelier Association, under the chairmanship of respected Sommelier and Burrata owner Neil Grant, was not involved.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
It was appropriate for Western Cape Minister of Finance, Economic Development, and Tourism Alan Winde to speak to the Cape Town Press Club about Tourism yesterday, and to announce that his department is working on a plan to establish Cape Town as a hub for the Southern Hemisphere wine industry, in creating a platform for the wines of Chile, Argentina, New Zealand, South Africa, and Australia, given that it was the opening day of CapeWine 2012, probably one of the most significant wine-related tourism events ever held in Cape Town.
Speaking at a Cape Town Press Club lunch at 6 Spin Street yesterday, Minister Winde highlighted that events are an important driver of tourism in the Western Cape, and he highlighted how important wine tourism is for our province, it being a unique tourism product for the Western Cape. The CapeWine 2012 and Vindaba exhibitions are therefore vital in focusing attention on our highly regarded wine industry, and in attracting local visitors to the Cape. The Minister related that 41 % of the Western Cape tourists are locals, of which close to 90% are from other parts of the Western Cape, and only 10% are from Gauteng. The Minister would like to see the domestic tourism proportion increase to 50%, to make the Western Cape less susceptible to the impact of the international economy, the effect of the international recession having been felt since 2008.
The Minister welcomed the delegates attending CapeWine 2012 to Cape Town, and invited the public to visit Vindaba on World Tourism Day on Thursday. He said: “Wine tourism in the Western Cape generates income in excess of R5 billion per annum and creates thousands of jobs. We will continue to support the sector to ensure that it grows even bigger and employs even more people. It is also important that liquor and wine traders in our Province operate responsibly. We want traders that are successful and consumers that are healthy”.
Minister Winde also announced a number of other tourism related initiatives he and his department are working on:
* direct flights between Cape Town and Miami, feeding into the USA as well as South America.
* a Tourism Business School, to raise the ‘level of competence’ of tourism staff
* the reduction of the abuse of liquor by implementing stricter rules for the restaurant industry and liquor trade
* spend more money on tourism marketing, and less on computers in tourism bureaus. He emphasised the importance of spending marketing monies in attracting more of the Gauteng market to the Cape.
* ensure that SAA has enough capacity to bring more Gauteng tourists to Cape Town – over the past long weekend the flights between Johannesburg and Cape Town were fully booked, which kept potential tourists away from the Western Cape. He will also address the feedback received from the important wine media, wine trade, sommeliers, and wine lovers attending CapeWine 2012, the German contingent having been on a SAA flight with unfriendly staff, poor food, and very poor wines, the latter running out in Economy class within two hours of the commencement of the flight. The water on board had run out the next morning. The connecting flight to Cape Town from Johannesburg was missed due to the simultaneous arrival of a number of flights, causing congestion at Passport Control and the baggage retrieval, which meant a three hour (unscheduled) wait at OR Thambo airport. Minister Winde emphasised that Brand South Africa commences when tourists get onto the plane to South Africa, and not when they set foot in our country or province. A shock statistic is that there are 36 flights between Cape Town and Johannesburg daily, the 9th busiest route in the world! It is also equivalent to the number of flights between the USA and Africa.
* the legislation to allow the incorporation of the previous Cape Town Routes Unlimited into Wesgro is being written
* Cape Agulhas is being upgraded, with the addition of new benches, the renovation of the lighthouse, and the addition of new signage on the N2.
* the Outeniqua Choo Tjoe is a cause for concern, and the Minister has received representation from the three Mayors of the towns on the route, as well as a petition with 6000 signatures, calling for the reinstatement of this historic rail route.
* in the Cape events are vital, and the Minister mentioned the success of the Loeries which had been held in Cape Town over the long weekend, the annual Design Indaba, the Design Capital 2014, the effect of the planned doubling of the Convention Centre which could attract a conference with 16000 delegates being bid for currently, the International Jazz Festival, The Pick ‘n Pay Cape Argus Cycle Tour, the Wacky Wine Weekend, and the ABSA Epic Cycle Tour. Ravi Naidoo has achieved such a good international reputation for his work on Design Indaba, that he has been invited to set up Design Shanghai, the Minister shared.
Overall, the Minister wants to see the contribution of Tourism to the economy of the Western Cape increase from the current 10% to 15%. The success of CapeWine 2012, and its large international contingent attending this prestigious event, must be a sign to the Minister and the local wine and tourism industry what value there is in investing in the marketing of our province’s liquid gold, and its Wine Routes linked to it!
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
The world’s leading winelovers, wine experts, wine traders, sommeliers, and wine journalists have started arriving in Cape Town for the three day Cape Wine 2012, being held at the Cape Town International Convention Centre from tomorrow until Thursday, and Vindaba running alongside it.
More than 5000 wines from 300 wine estates are on show at CapeWine 2012, and more than 30 international wine journalists are expected to attend, having a tourism benefit for Cape Town and the Western Cape. Delegates are attending from Europe, the UK, the USA, other African countries, South America, China, and Japan. For the first time SA Tourism, in conjunction with WOSA (Wines of South Africa), have organised Vindaba, an exhibition of wine tourism products in the Western Cape.
CapeWine 2012 is held every two years, but was not held in 2010 due to the soccer World Cup, and is one of the largest marketing events organised by WOSA. For the first time WOSA has gone green to reflect ‘the South African wine industry’s environmental consciousness’. This includes booking guests into hotels within walking distance of the convention centre; only recycled paper will be used for printing, if printing is required at all; the stands are made from recycled boards; most stands will not use electricity, but rather LED lighting; all bottles, corks, and screw caps will be recycled; no bottled water will be available; cork supplier Amorim will create a lounge made from recycled cork; media information will be made available in bamboo memory sticks; VIP bags have been made from recycled advertising banners; lanyards have been made from ‘sunbaked paper’; all fish served at the Green Tie event will be SASSI certified, and all eats will be made from local produce; the ‘green ties’ which allow entry to the event have been made from discarded plastic; solar lighting will be used for the Green Tie event; furniture for the Green Tie party has been made from recycled wooden pallets, and will be donated to a crèche afterwards; the plates at the Green Tie party are those from CapeWine 2008, and the cutlery is made from bamboo.
CapeWine 2012 will reflect the development of our local wine industry in wine growing, wine making, and wine marketing since South African wines were opened to international trade almost 20 years ago. Tastings, seminars, workshops, and a Producer’s Soapbox will focus on changes in wine styles, reaction to climate change, the management of scarce natural resources, and the protection of old vines.
Su Birch, CEO of WOSA, said that interest in CapeWine 2012 was growing, as ‘South Africa has distinguished itself both in terms of quality and pioneering programmes to promote eco-sustainability. This has earned global recognition for the country on both fronts, from the market and environmentalists, particularly in recent years’. Mrs Birch added that CapeWIne has a solid reputation as a trade exhibition.
The organisation of the first ever Vindaba has been driven by SA Tourism, having sponsored the exhibition, and is project managed by Susannah Holz. SA Tourism has identified that wine tourism is ‘one of the fastest-growing and most lucrative sectors of the global tourism market‘, says Marthinus van Schalkwyk, Minister of Tourism. Wine tourism can make an important contribution to the country’s economy, the Minister said. International as well as local media focusing on wine, travel and lifestyle are expected to attend. The objective is to increase the income of wine tourism, only $41 per capita in our Winelands, compared to $188 in Napa Valley in the USA. Seminars at Vindaba will focus on gastro-tourism, and tailor-made wine tours to the 17 wine routes in the Western Cape will expose the international visitors to the diversity and quality of their offerings. The eco-friendly green focus of the Vindaba exhibition reflects that of CapeWine 2012. The Vindaba exhibition organisation has not been without controversy, SA Tourism having been blamed for not being proactive enough in spreading international media across the different wine routes, having instead allowed them to choose where they want to visit, meaning that the majority have opted for Stellenbosch and Franschhoek. Lesser-known wine routes, such as those in Paarl and Wellington, will therefore remain exactly that!
Tonight WOSA is hosting a ‘Green Tie Event‘ for the opening of CapeWine 2012, and even this function is going green, in that invitees have been asked to park at the Cullinan Hotel, and will be bused in collectively or will be guided by a ‘Green Guide’ in walking to the function venue in the V&A Waterfront. The evening promises a ‘sampling of our finest wines, paired with the freshest and most delicious local cuisine, and accompanied by a showcase of local music, song and dance‘. The wine week will be concluded with the prestigious Nederburg Auction, which takes place on the Paarl wine estate on Saturday.
CapeWine 2012: 25 – 27 September, 10h00 – 17h00, Cape Town International Convention Centre. www.capewine2012.co.za
Vindaba: 24 – 27 September, 10h00 – 17h00, Cape Town International Convention Centre. www.vindaba.com
POSTSCRIPT 24/9: This evening about 720 guests, of which about 50% were international wine writers, sommeliers, wine buyers, and wine trade, attended the ‘Green Tie Event’ for the opening of CapeWine 2012. Initially one heard more ‘American’ than local English spoken! The Who’s Who of the wine industry attended. Met German wine writers Mario Scheuermann (a Facebook friend) and Eckhard Supp, and Mike Veseth, the guest speaker at the Nederburg Auction on Saturday. Neil Pendock, who received a late invitation from WOSA to attend the event, was the most spruced up we have seen in years, having had a hair cut today in honour of the event, it would seem! The green theme of CapeWine 2012 was carried through in the event, with lighting made from recycled milk cartons. Excellent wines were served. Even the food was ‘green’ and locally sourced. The salmon cream on cucumber canapes were excellent. The calibre and quantity of international wine visitors in Cape Town and the Winelands is an exceptional wine tourism marketing opportunity for our country.
POSTSCRIPT 26/9: Yesterday I visited CapeWine 2012, and was impressed with the best looking exhibition in the Cape Town International Convention Centre. More than 300 wine estates have pulled out all the stops to package and present their wines to the top level local and international attendees. The highlight was tasting a preview of the new Delaire Graff Laurence Graff Reserve Cabernet Sauvignon 2009, not yet labelled, an icon wine made in honour of the owner of the wine estate, its GM Johann Laubser said. It will be the first South African wine to sell at $200 a bottle.
The Botanica Wines’ label design, reflecting the brand name, impressed once again, and the Chenin Blanc is likely to do well at Platter this year, its owner-winemaker Ginny Povall hinted. The label designs come from botanical drawings by Mary Delany, seen by Ginny at the Yale Centre for British Art. One of the largest stands was that for Fairview, which focused attention on its Fairview, La Capra, Goats do Roam, and Spice Route labels, as well as on its Fairtrade connection.
POSTSCRIPT 26/9: Vindaba, the first wine tourism showcase, is very disappointing, not having any of the design quality or professional look of CapeWine 2012, with few visitors. Its location in an open space at which the banqueting is normally done is not ideal. The Wine Routes are not collectively branded, and it is not clear as to where they start and end. Some of the Wine Routes had individual products alongside them too. All are manned by very friendly staff, and include Wellington Tourism, the KWV Sensorium (a first in pairing art works with wines), Franschhoek Tourism, Spier, Elegantly Elgin, Mellesat (in Paarl, now famous due to the write up by Neil Pendock in the Sunday Times on Sunday), Neil Grant representing the South African Sommeliers Association and manning a stand of white blends, the Cape Whale Coast sharing with Hermanus Wines, Grande Roche, Durbanville Wine Valley, Cape Town Tourism, Solms-Delta, Laborie, and more. Creation was running the Cape Whale Coast/Hermanus Wines stand, but this is rotated over the three day exhibition. By yesterday afternoon the Cape Town Tourism brochure bags had already run out, and no attempt had been made to supplement them.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
On Friday I was fortunate to experience a tasting of some of the wines in the Overhex Wines International range, and specifically their new additions to the two year old Balance range, which was held at one of the most popular restaurants in Cape Town, namely Luke Dale-Roberts’ The Test Kitchen.
The Test Kitchen in the Old Biscuit Mill premises in Woodstock is a small space, and we must have been about thirty journalists and bloggers who were lucky enough to be invited by charming PR consultant Nicolette Waterford. The stature of the event was reflected by the attendance of Sunday Times wine writer Neil Pendock, Cape Wine Master Christine Rudman, Cape Times wine writer Cathy Marston, Christian Eedes, Wade Bales, Spit or Swallow’s Anel Grobler, Joanne Gibson, Greg Landman, and more, and the restaurant venue must have been an important attendance drawcard. Spread over the two tables were staff of Overhex, including the co-owner Gerhard van der Wath, who manages the company, in close co-operation with JC (for Jean Claude) Martin, who is the Production Director, and is responsible for the wine styles and blends, assisted by Jandre Human, the cellar master. Being private-owned means that Gerhard and JC can make quick decisions. They are not restricted to only the grapes of their region, but can buy in the best grapes to suit their requirements, including from the Swartland, West Coast, Franschhoek, and Stellenbosch, allowing them to make wines at different price points. The Overhex farm in the Breede River Valley outside Worcester produces about 10 000 tons of grapes, and about 5 million litres are bought in, JC told us.
JC (on the right, chatting to Greg Landman) has a Swiss German lilt when he speaks, and arrived in South Africa six years ago, having met his wife Carolyn (daughter of Walter Finlayson) on the wine estate in Switzerland on which he worked at the time, where she came to present label designs on behalf of the London design agency she worked for. His association with Overhex started in 2005. Alongside the Overhex wine involvement, JC makes his own Creation wines in the Hemel en Aarde valley outside Hermanus. While this was not a Creation function at all, we did discuss the wines and the marketing of them, which JC does on the side when he represents Overhex wines overseas. His wife does the marketing of Creation wines locally, and they had an average of 300 visitors per day in their tasting room over the festive season, he said. They are very excited about the fact that the Western Cape province has placed the Caledon – Hermanus gravel road going through their valley as number one priority on the list of roads to be tarred in the province, and they see this as being of huge future benefit to themselves and their colleagues on the recently created Hemel en Aarde Valley wine route. I sat opposite JC, and asked him questions abouit Creation – he did not talk about Creation when he addressed the guests. JC told me he studied winemaking in the French part of Switzerland. Switzerland is not generally known as a wine producer, but JC told me that the Swiss drink all the wine produced in the total area of 25000 ha, and therefore it is not exported. Whalepod is a new Creation brand, and we have started stocking it in our Whale Cottages. JC told me that they are launching a new Syrah/Malbec Whalepod blend. Tasting rooms on wine farms are unique to South Africa, in that one can visit most wine farms without making an appointment, making this wine tourism valuable to wine farms selling their wines from the cellar door – for Creation it represents 30 % of their sales.
In 2003 Overhex was started as a co-operative, and was bought by Gerhard and a partner in 2005. Initially their focus was on the international market, and they now export to 25 countries. JC told us that they export to supermarket and liquor groups such as Marks & Spencer, CO-OP UK, and Fosters, making own label wines for them. Most of the wine is made to the specific requirements of each of these chains, and exported in bulk, and bottled in the UK and in Germany. Ten Overhex brands are exported, being 3,5 million bottles in total.
The reason for the launch function was to introduce the new additions to the Balance range, being the Winemaker’s Selection Shiraz 2010 and Winemaker’s Selection Sauvignon Blanc 2010. They complement the existing Balance range of Cabernet Sauvignon 2009 (won a gold medal at Michelangelo 2010), Shiraz Merlot 2010, Pinotage Shiraz 2009, Sauvignon Blanc Semillon 2010, Chenin Blanc Colombar, Reserve Unwooded Chardonnay, Sparkling Vin Sec, Sparkling Vin Doux, Shiraz Rosé and a sweet Rosé, aiming them at the domestic market for the first time. Balance has been shaped for local wine drinkers, and the range is designed to be easy drinking wines with a shorter life span. We were asked to evaluate the wines relative to their price point, the Winemaker’s Selection Sauvignon Blanc costing R40 and the Winemaker’s Selection Shiraz costing R45, representing incredible value, as none of the white and red Balance wines are more expensive than these two prices. JC said that the Balance wines should not be judged on price alone, in that a cheaper wine does not mean that it is a bad wine. Overhex operates ethically and cares about its supplier farmers, in that they offer them a price for their grapes that allows the farmers to survive. The Balance wines are available at ULTRA intitally, and they are working on expanding the distribution at local outlets. I asked about the elephant on the label, and the designer was at the function, but she could not explain it, other than that it was on the first Balance labels. The Balance pay-off line is “for life’s lighter moments”. The Overhex cellar now has a tasting room and Bistro, and locals are invited to visit the wine estate. “Our goal with Balance is to get the wine lover to celebrate everyday wine culture, making it easy to enjoy delicious wines from a varied range at an affordable price point”, said Gerhard.
The Test Kitchen food was outstanding, and deep fried sushi was served before we started. I chose a Trout tartar starter, which was light and perfect for the hot summer’s day. As I had the kingklip when I had dinner at the restaurant in December, I ordered the beef fillet, and it is the softest I remember ever having, simply presented with green beans. For dessert the choice was a cheese platter and lemon tart.
The launch and tasting of the Overhex Wines International Balance range of wines, ‘paired’ with the wonderful food by Chef Luke-Dale Roberts of The Test Kitchen, and the gift pack of Balance wines, was the start to an exceptional day, which ended with the attendance at the U2 360° concert at the Cape Town Stadium for many attending the function.
Overhex Wines International, 71 Stockenström Street, Worcester. Tel (023) 347-6838. www.overhex.com Tuesday – Thursday 10h00 – 17h00, Friday and Saturday 10h00 – 16h00.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
The majority of the estates that replied stated that their wine sales have increased relative to the same period a year ago.
Dieter Sellmeyer of Lynx Wines writes as follows: “Non-cellar door wine sales locally come mainly from restaurants and from mail campaigns and neither of these have suffered â€“ in fact restaurant business is up, which may partly have to do with the evolution of the brand. We have never done a lot through retail outlets as the competition there is massive and yes, cut-throat.”
|Graham Beck Wines’ Etienne Heyns attributes their sales success to his cellar door staff: “Our staff makes a point of providing our visitors with extra hospitality and superb attention during such times when relatively fewer visits occur. In addition, we reward our visitors with an array of extra special offers on our wines. We value their custom and want them to leave our estate with an indelible impression â€“ and a boot full of superb wines.” Werner Els of La Petite Ferme attributes their sales’ success to focusing on greater distribution in South Africa’s major cities.Vrede & Lust says that there are fewer tourists around this season. “To counteract the tough economy we work on ensuring that our pricing is correct for the climate and we understand that better cash-flow is often more important than higher profit margins â€“ i.e. we are realistic about the laws of supply and demand! Most of all, we work hard to ensure that the customers who visit the farm have a fantastic experience here” says Dana Buys. Rickety Bridge Winery says that it offers a good quality product. “We put a lot of emphasis on giving guests an experience though good service and a good quality “product” in both our restaurant and with our wines. I believe we offer something for everybody â€“ whether they are serious connoisseurs or just looking for a relaxing day in the winelands” says Jackie Rabe.“When visitors come to the farm we sell them an experience â€“ wine sales follow automatically and price hardly comes into it. Being small only I, as passionate owner/winemaker, or my equally passionate Assistant Winemaker, do the cellar tours and wine tasting” says Sellmeyer. “We have a few very loyal small tour operators. Their clientele is usually upmarket and interested in wine and more often than not they have wine sent back home. The tour operators know we offer cellar tours and tastings in German, and for that sector this is an immediate winner”.Haute Espoir exports its wines to Germany, New Zealand, Ireland, Sweden, Malaysia, Belgium and Singapore; Lynx sells to Denmark, Holland, Germany and the USA, but the USA sales “have almost vanished. Europe, on the other hand, has soaked up what the US didn’t take. Our Danish distributor reports the best season ever, and our wines are right up there â€“ the result of joint marketing efforts with our distributor. Holland and Germany are not very different. In addition we have very recently received two significant orders from UK and Switzerland for the first time. With a bit of nurturing these will develop into repeat business.”
Rickety Bridge exports to the UK and the USA; Vrede & Lust exports to Canada and Europe; Stony Brook focuses its exports on Europe; La Petite Ferme exports to the UK, Netherlands, Germany, Ireland and America; Graham Beck sells its products in 40 countries, but Sweden and the USA are its two most important foreign markets; and La Motte exports to Europe, Africa and the Far East.
The visitor profile of visitors to the wine estates appears to be varied. Graham Beck Wines estimates that more of their visitors are foreigners than South Africans, in line with 65 % of its wine production being exported. La Petite Ferme receives mainly European visitors, Vrede & Lust is visited by locals, British visitors and Americans; Rickety Bridge Winery says 40 % of its visitors are South African, and the balance are from the UK, USA and France; Lynx sells to visitors from the UK, Germany, USA, Sweden and Holland, as well as South Africans from Gauteng. Some wineries appeal more to older wine lovers, others to younger visitors. “Swallows” are an important part of the winetasting mix at La Motte, says Werner Briederhann, probably due to their exposure to the wines at the monthly La Motte concerts.
When asked how the Vignerons can assist in attracting tourists to Franschhoek, Haute Espoir’s Rob Armstrong said :’“Strive to enhance the experience visitors to our valley have in every aspect, to make this the most attractive destination in South Africa.” Jacky of Rickety Bridge Winery suggested that: “I think it is important to create as much a positive feeling about what you do, get the name out there, get people talking about what you have to offer, make sure your staff are positive and send that message through to customers. Don’t ride on your laurels and expect business to come to you, do as much as you can to drive business to you. Evaluate what you offer and see whether you are really offering guests the best you can, in terms of price, quality and service. If not, how can you expect people to come back. I think in these tough times consumers become sharper, will shop around for good value and will not support places that are taking advantage. I also think that business will have to work harder and smarter to achieve the same business they did in more liquid times.”
Buys says that â€˜great customer experience and value’ are key. “We compete with many other destinations in South Africa and elsewhere, and the overall value proposition must be very competitive.”
“We just try to do great value for money wines and give friendly, personal attention to visitors who come to the farm. We believe in word of mouth advertising and our customers have been very loyal, even when times are tough” says Stony Brook Vineyards. For Els of La Petite Ferme it’s a change of focus to the South African market, while Graham Beck Wines’ Heyns says its “service, service, service!”
Sellmeyer is â€˜proudly-Franschhoek’, and makes an important point in this regard: “The best way is to send out the message of what a great place Franschhoek is, and all that it has to offer. To do this the most important thing is to remain upbeat, particularly in communications to the media and in newsletters. Visitors don’t like to go to a place that is depressed and down. But the Vignerons won’t be able to attract visitors on their own â€“ they’re only one element of the Franschhoek experience. It’s a joint effort between all players, and just like I only recommend restaurants in the Valley, I would expect the converse to be the case. When I hear about guesthouses only recommending wineries on the other side of the mountain I ask myself â€˜why?’- it’s like shooting yourself in the foot. It’s great if tourists go back and tell friends how much the Cape Winelands have to offer, but it would be better still if they told their friends how much Franschhoek has to offer.”
This article was written by Chris von Ulmenstein and was first published in the July 2009 issue of The Franschhoek Month.
Whale Cottage Portfolio: www.whalecottage.com
Spier is the wine estate that attracts the largest number of visitors of the 588 wine estates in the country, says Su Birch, CEO of Wines of South Africa (WOSA). The estate offers theatrical and musical productions, as well as eco-experiences in interacting with cheetahs and eagles. It has 62 000 hotel guests and 40 000 conference delegates visiting every year, in addition to the day visitors.
Wine tourism is a fast growing and possibly the largest segment of the South African tourism industry, and is worth R 6.75 billion, says Andre Morgenthal, also of WOSA, reports Business Report. Wine tourists are from Europe in the main.
Growth has been particularly evident since Cape Town joined the Great Wine Capitals of the World network. The bio-diversity of the winelands, the increasing number of excellent restaurants opening on wine estates, and the marketing focus on wines have created the growth in wine tourism.
The Great Wine Capitals of the World network is looking for nominations for its Best of Tourism Awards to select the best wine estates in respect of dining, accommodation, architecture, parks and gardens, arts and culture, innovative wine tourism experiences, and wine tourism services. Participants from Cape Town, Bordeaux, Bilbao-Rioja, Mendoza, Mainz, Florence, Porto and San Francisco-Napa will compete for the awards. More details are available on www.greatwinecapitals.com.