Platter's South African Wines | WhaleTales Blog by Chris von Ulmenstein

Slowly a number of changes are being introduced to the publishing and marketing of ‘Platter’s South African Wines’ since JP Rossouw took over as Publisher of the wine guide about six months ago. Not all the changes may be to the liking of the wine estates, users, and advertisers of the Guide.

For the first time Platter’s has advertised! Yesterday I saw an advertisement for Platter’s in the Sunday Times Food Weekly supplement, advertising the Guide, with its newish parent Diners Club benefiting from it too. The advertisement bears the headline ‘Platter’s Wine Guide discovers the perfect pairing’, being a self-aggrandizing accolade to the marriage between Platter’s and Diners Club! The copy reads: ‘Platter’s Wine Guide, South Africa’s original and most authoritative guide to who’s who and what’s what in the Winelands, has the perfect partner in Diners Club, the world’s original and most prestigious charge card. Platter’s has always been the go-to-guide to discovering, rating, pairing and sharing South African wines. Now there’s a quick and easy way to also enjoy Platter’s on your mobile device or desktop. Filled with the latest wine news, festival alerts, hot picks and competitions, Platter’s has become an even more valuable guide. Whether you are shopping for wine, wanting to learn more, or need help planning a trip to cellars, Platter’s will enhance your journey. No App required. Simply go to www.wineonaplatter.com to subscribe’. The pay-off line is corny and meaningless: ‘When your thirst for knowledge coincides with the means to enjoy it, you BELONG‘! One would hope that Rossouw was not the copywriter of this nonsensical ad, given his past copywriting career! More likely is that the advertisement comes from the Marketing department of Diners Club, the give-away being that it contains the Facebook page address and Twitter handle of Diners Club, but not of Platter’s, a bizarre omission! Continue reading →

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