What was hinted at at the launch of the Platter’s South African Wines 2013 guide late last year has become reality, in that it was announced on Thursday that Diners Club has acquired the Platter’s Guide.

Diners Club has been expanding its involvement in wine, already a sponsor of the Diners Club Winelist Awards, Diners Club Winemaker of the Year as well as Young Winemaker of the Year, and the Diners Club Bartho Eksteen Wine Academy.

While the 2013 edition of Platter’s already carries the Diners Club logo, it is likely that the 2014 edition will be named the ‘Diners Club Platter’s South African Wines‘, although the Diners Club media statement about its acquisition does not mention any changes to the name, the editorial team, or the wine evaluation methodology.  The statement does however confirm that the 35 year old publication, of which 40000 copies are printed annually, will ‘be looking at ways to expand the digital offerings and viewership option.  In addition Diners Club will be reviewing options on ways to bring the guide to its cardholders through exciting new channels such as Diners Club Connoisseurs, a virtual meeting place where like-minded members can converse, learn, share and cultivate their passion for the finer things in life’, said Ebrahim Matthews, Managing Director of Diners Club South Africa.  Matthews added that both his company’s and the Platter’s brand would benefit from ‘wider exposure to each other’s markets and clients through co-branding and cross-marketing‘.

For the advertisers in Platter’s the acquisition by Diners Club is good news, in that it can only mean an even wider distribution of the publication, something every listed wine estate will be grateful for too.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage