An alliance of New World wines, including South Africa but excluding Australia, has been formed for wine marketing purposes, reports The Sunday Times.

South Africa, Argentina, Chile, New Zealand and California will package themselves jointly at international wine trade shows, as the New World Wine Alliance, thereby combating the strong European presence at such shows. 

The first exposure of the new wine marketing Alliance will be at the Prowein trade fair in Germany in March next year.   The trade fair attracted 35 000 delegates from 50 countries, 3 200 exhibitors and 1 000 journalists this year.   Not only will the Alliance exhibit jointly, but it will also use the platform to offer seminars and talks by leading wine retailers, academics, growers and producers.

Su Birch, CEO of Wines of South Africa, said: ” Although we are all competitors, we are confident of the potential to further advance the New World’s share of the global wine market by working smarter in these difficult economic times”

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