Tag Archives: pinotage

SA wine marketing: Braais the new cultural marketing weapon!

On Monday evening I rubbed shoulders with Mike Veseth, a wine economist from the USA he said, and keynote speaker at the Nederburg Auction yesterday.  We were sharing a table at the Wines of South Africa (WOSA) Green Tie Event to celebrate the opening of CapeWine 2012.  His address to the elite of the wine industry at the Nederburg Wine Auction must have made WOSA proud of its ‘Cape Wine Braai Masters‘ book, regularly slated by Neil Pendock, in recommending to the South African wine industry to ‘make every day National Braai Day – they will toast your success with your own wonderful wine’, and so win the ‘Wine Wars‘ in the USA.

Veseth based his talk on the book he published last year, entitled ‘Wine Wars’, and reflected on how to apply its principles to the marketing of South African wines in the USA.  ‘Terroirism’, according to Veseth, or ‘somewhereness’, creating a link to time and place, is the key to a successful wine industry, and selling wine in the USA.

Veseth showered praise on South African wines, yet said that the ‘Wine War’ for our local wines will not be an easy one in the USA, calling for strategy and tactics, and some luck, as one goes into the marketing battle, given that the USA market is ‘crowded, intensely competitive, and structurally difficult to penetrate’, in part due to globalisation.

To market South African wine successfully in the USA the wine brands need to connect personally with wine influencers.  Marketing the wines as ‘South African‘ will not be successful. Each varietal must be marketed against others in the category.  Wine labels should be the arsenal of the wine marketer, and not country of origin.  Pushing a ‘signature varietal‘ like Pinotage or Chenin Blanc for the country is like a ‘one note samba’, Veseth said.

New well-to-do wine American drinkers, which Veseth calls ‘Millennials’,  have an open book on South African wines, and ‘are not just buying a wine, they are building an identity’.  Their brand purchases are lifestyle related.  To reach them, a marketing communication mix of story-telling, social media, and ‘first person wine experiences’ by the wine farms and their American distributors, with WOSA ‘shaping perceptions’, is recommended.  It is in this context that Veseth recommended the Braai as a cultural marketing weapon, reflecting our country’s culture, and helping to create the connectedness to the consumer.  The Braai is part of South Africa’s food culture, but also is a reflection of South African’s ‘generosity and hospitality’, a braai invitation ‘opening your heart and your hearth to them’.  An ‘Afrocentric winelands braai’, says Veseth, ‘can be a gateway to a fuller appreciation of South African culture and lifestyle and to the diverse wines that have evolved along with it’!

Making every day National Braai Day is the way to win the Wine Wars in the USA, Veseth concluded!

POSTSCRIPT 2/10: At the recent Chenin Blanc Association ‘Cape Chenin Unveiled’ seminar, Ken Forrester asked Allan Mullins of Woolworths why the retailer’s 8-page Heritage Day Sunday Times ‘Everyday is Braai Day at Woolies’ insert did not contain a single bottle of wine.  Mr Mullins was very diplomatic in his reply, saying that he would have a word with his Marketing department.  He did not appear to be happy with this state of affairs.

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

Wine Tourism Handbook 2012: Enjoying wine at the source!

At the Bouchard Finlayson tasting at the Twelve Apostles Hotel last week ‘Wine Tourism Handbook’ publisher Monika Elias gave me a copy of her 2012 edition.  It is a very handy guide to the wine estates of the Western Cape in particular, but also in the Northern Cape and Kwa-Zulu Natal.  It is ideal for tourists wishing to get a quick overview of our wine routes and regions, and for staff working in the hospitality industry.

‘The Wine Tourism Handbook‘ introduces the topic by painting a picture of the 350 year history of South African wine, as well as the making of the first wines in the world up to 10000 years ago!  It tells the story of South African wine-making by Jan van Riebeeck, in February 1659 for the first time, the establishment of the KWV in 1918, the creation of Pinotage in 1941, and the launch of the first wine route, in Stellenbosch, in 1971. From these early beginnings South Africa has become the 7th largest wine producer in the world.  It addresses equitable issues of winemaking via Fairtrade, which promotes ‘greater equity for small producers in the international trading arena. The ethos of their work is that trading partnerships should be based on transparency, respect and a sustainable and ethical system of production and purchase’.   The growing trend to sustainability led to the development of the Biodiversity & Wine Initiative, with land of wine farms set aside for conservation, eradicating alien vegetation, and protecting endangered species such as the Cape Leopard, Geometric tortoise, the Cape Leopard toad, and the Riverine Rabbit.

A chapter is dedicated to winemaking, starting with viticulture, and describing the white and red wine making processes.  The value of the label, in communicating the region and farm from which the wine comes, the alcohol content, the vintage, the variety, the origin of the grapes is explained.  Details about the origin, cultivar and vintage are certified by a seal from the Wine and Spirit Board.  Just more than half of vines planted are for white wine production, and Chenin Blanc is the single largest varietal, at 20% of planting. The methods used to make Fortified wines, Rosés, and sparkling wines are also described.  A ‘South African Bubbly Route’ lists 69 producers of MCC sparkling wine. The best way to store wine is shared, and companies through which one can order South African wines in other countries are listed.

Brandy production is addressed separately to wine production, and the types of brandy, and tasting it, is covered.  Two Brandy Routes are described – the R62 Brandy Route, and the one including Stellenbosch, Paarl, Franschhoek, Wellington, and Elgin. Twenty brandy producers are listed.

Most of the book is dedicated to the wine routes of the Western Cape, categorised as Central Region, Inland, East Coast, and West Coast. The Central Region consists of Cape Town wine production in Constantia and Durbanville, and also in Franschhoek, Paarl, Stellenbosch, Stellenbosch Berg, Bottelary Hills, Greater Simonsberg, Helderberg, Stellenbosch Valley, Tulbagh and Wellington.  Advice is provided on getting around on the wine routes, and drinking and driving is strongly  advised against. Tour guides specialising in wine are recommended.  A Top 10 ‘Things to do’ list is presented, which includes lunch at Jordan wine estae, Staying in a tented camp at Clara Anna Fontein Game Reserve, seeing a show and eating at Die Boer Theatre Restaurant, viewing the Hess Collection at the Glen Carlou art gallery, tasting Jorgensen Distillery’s ‘artisanal drinks’, visiting the first biodynamic farm Bloublommetjieskloof, making wine at Stellenrust, enjoying a braai at Midddelvlei, and going on a game drive at Villiera Wildlife Sanctuary.

Highlights of the Constantia Region include Groot Constantia, Klein Constantia, Buitenverwachting, Eagle’s Nest, Constantia Glen, Constantia Uitsig, Steenberg, and Cape Point Vineyards, and the restaurants La Colombe, Bistro Sixteen82, and Buitenverwachting.  Some top Durbanville wine estates include De Grendel, Durbanville Hills, Meerendal, and Nitida.  The Franschhoek wine route includes Allée Bleue, Boekenhoutskloof, Boschendal, Cape Chamonix, Colmant Cap Classique & Champagne, Morena, Graham Beck, Grande Provence, Haute Cabrière, Holden Manz, La Motte, Rickety Bridge, Solms-Delta, Stony Brook and Vrede en Lust. Restaurants on this Route include Pierneef à La Motte, Fyndraai, Haute Cabrière Cellar Restaurant, and Babel.  The Paarl wine route includes Babylonstoren, Backsberg, Fairview, Glen Carlou, KWV Wine Emporium, Laborie, Landskroon, Nederburg, Noble Hill Wines, Perdeberg Winery, Scali, Veenwouden, Val de Vie,  and Vondeling.

Stellenbosch is the oldest and largest wine region, and has a number oif wine routes. Some of the best known estates on these routes include Waterford, Blaauwklippen, De Trafford, Flagstone, Kleine Zalze, Neil Ellis, Stark-Condé, Beyerskloof, Hartenberg, Hazendal, Villiera, Delaire Graff, De Meye, Bartinney, Kanonkop, Mont Destin, Rustenberg, Slaley, Thelema, Tokara, Uitkyk, Warwick, Alto, Dombeya/Haskell, Graceland, Ken Forrester, Longridge, Rust en Vrede, Vergelegen, Waterkloof, De Toren, Dalla Cia, Jordan, Meerlust, Spier, and Vilafonté. Recommended restaurants are the Postcard Café, Terroir, Delaire Graff, Towerbosch, Overture, and Jordan Restaurant by George Jardine.

The Inland region consists of the Breedekloof, Klein Karoo (Boplaas is one of the best known), Swartland, Robertson (dominated by Graham Beck, but also with Zandvliet, De Wetshof, and Van Loveren being better known) and Worcester wine routes.  The Swartland wine route is growing in stature, and very fine wines are being made in this region, including Mullineux, Sadie, AA Badenhorst, and Allesverloren.

Agulhas and Elim (Jean Daneel and Raka are best known), Bot River (Beaumont is best known), Elgin (a wine route with increasing recognition for Almenkerk, Paul Cluver, Shannon, and Iona), and Walker Bay are the wine routes classified under East Coast in the book.  The new Hermanus Wine Route has excellent wineries, including Creation, Hermanuspietersfontein, Ataraxia, Bouchard Finlayson, and Hamilton Russell.

The West Coast region consists of the Darling (Cloof is best known) and Olifants River (Cederberg and Stellar better known) wine routes.  The Garden Route is not well-known as a wine region, and Bramon makes an organic sparkling wine in Plettenberg Bay.  In KwaZulu-Natal Abingdon and Meander wines are made.

Twenty-seven wine-related festivals are also listed, with dates for the year ahead.

The Wine Tourism Handbook is a wealth of wine information, and should ideally be given to all tourists arriving in Cape Town, as compulsory reading about the excellent and extensive wine range on its doorstep.

Wine Tourism Handbook 2012: Enjoying Wine at the Source, World Focus Media, Tel 083 631 3393 www.winetourismhandbook.co.za

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

‘Safe House’ shot in picture perfect Cape Town, favourite film city of Ryan Reynolds!

The movie ‘Safe House’, starring Denzil Washington and Ryan Reynolds, which was released internationally yesterday, does Cape Town proud, with most of the scenes in the two-hour film shot in the city over a five month period last year.  Reynolds has expressed his love for the city in interviews, an excellent ambassador for Cape Town.

The Weekend Argus reports that Rio de Janeiro was the preferred location for the movie, the script calling for a ‘safe house’ to be as far away as possible from the USA.  Cape Town was chosen above Rio de Janeiro because it ‘had more infrastructure than Rio’, said Reynolds in an interview.

During their time in the city, Reynolds and Washington climbed Lion’s Head, visited the Garden Route, lived in the One&Only Cape Town, and were spotted in numerous local restaurants. Reynolds was blown away by the beauty of Cape Town, and his favourite memory of the city was eating at Mzoli’s.  The trailer and the movie open with a beautiful shot of Lion’s Head in the foreground, across Table Bay, and onto the Paarl mountains covered in southeaster clouds, to audience applause!  Local actress Lynita Crofford stars very briefly in the movie.

The Cape Argus has reported that Reynolds said that Cape Town ‘is my favourite city I’ve shot in’, a fantastic accolade.  He shared that he did not have much time to see the tourist side of the city, but when his family came to visit, it ‘forced me to go see everything as quickly as I could.  I’ve obviously seen all the local sites’. He added that he prefers Cape Town to Johannesburg, where he filmed as well, ‘just because I’m big on the ocean and the hiking and the mountains’.

The movie is dominated by lots of action, a CIA espionage ‘skop-skiet-en-donder’ movie, with more indoor shots than outdoors, thereby limiting the opportunity to show off the beauty of Cape Town. But brand ‘Cape Town’ was pertinently mentioned five times.  An incredible unbelievable car chase was filmed on the Western Boulevard (to the consternation of Capetonians last year, when this road was regularly closed for filming) and at the bottom end of Adderley Street, near the station.  An unidentifiable restaurant (possibly at Lagoon Beach) briefly reflects the fantastic backdrop of Table Mountain to Table Bay; some action takes place at the beautiful-looking Cape Town Stadium, with a night-time soccer match replicated and lots of noisy vuvuzela blowing – at this point Reynolds speaks very acceptable Afrikaans when talking to the local police;  some action takes place on De Waal Drive, an opportunity to show more of the view over Table Bay; a lot of exterior action takes place near the provincial building on Wale Street, another road that was closed on many days for filming; Langa is the location for more action; The ‘Standard Hotel’ in Parow is featured; a ‘safe house’, being a farmhouse on a dusty farm road near Malmesbury, shows off the beauty of the Swartland; wine is drunk, and something about Pinotage is mumbled by Washington as the movie closes, but is not understandable. The building in which a lot of filming was done on Kloof Street, near the Mount Nelson Hotel, is not recognisable in the movie.

Capetonians would be disappointed to see the movie, as there is not much recognisable about Cape Town. As a movie, there is a lot of shooting and some vuvuzela blowing, very noisy due to the surround-sound. For the ladies, Reynolds only looks gorgeous in the close to the movie.  It’s not a movie one would necessarily recommend others to see, and I went to see it yesterday purely to see how the film reflects Cape Town. The movie filming will have been a welcome boost to the city’s financial coffers, benefiting the accommodation, restaurant, and film industries directly.

POSTSCRIPT 14/2: The Cape Times reported yesterday that the movie ‘Chronicle’, which was shot in Cape Town in its entirety and made to resemble Seattle, will be released this week.  The filming of ‘Chronicle’ and ‘Safe House’ jointly is estimated to have generated ‘R350 million in spend to local hotels, restaurants, shops, catering services and transport’, and added to this is the spend on production companies and the Cape Town Film Studios.  Mayoral Committee member for Tourism, Events and Marketing Grant Pascoe said ‘both films showcase the city not only as a premier film location, but as a destination of choice for potential visitors’, thereby indicating that he hasn’t seen either of these two movies!

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

Ciro Sweet Service and Beaumont House Guest Lodge Sour Service Awards

The Sweet Service Award  goes to Ciro Beverage Solutions, suppliers of guest milk, teas, coffees, and biscuits. An order placed the day before the Friday delivery day was declined by the Ciro telesales department, as it was received after 14h30, a rule we did not know about.  When I called Dudley, the manager of the Cape Town branch, he immediately offered to make a plan to get the order to Whale Cottage on the following day, and it was punctually delivered by Charles, the sales rep.  

 

The Sour Service Award  goes to Beaumont House Guest Lodge and Villa, and is nominated by Peter May.   Peter is a well-known Pinotage champion, and has written the only book about this variety.   Peter writes: “Nominations for the Sour Service Awards Beaumont House Guest Lodge & Villa Upper Claremont – Cape Town, for their blog http://beaumonthouse.co.za/blog, which rips off other people’s work and credits it as their own.  One example ‘One day Pinotage may be an iconic wine’ is my original copyrighted work and stolen from www.pinotage.org.”

The WhaleTales Sweet & Sour Service Awards are presented every Friday on the WhaleTales blog.  Nominations for the Sweet and Sour Service Awards can be sent to Chris von Ulmenstein at info@whalecottage.com.   Past winners of the Sweet and Sour Service Awards can be read on the Friday posts of this blog, and in the WhaleTales newsletters on the www.whalecottage.com website.