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WOSA to focus marketing online in 2011

Published:  04 February, 2011

Wines of South Africa will focus on online marketing, push its sustainability message and run a series of wine workshops in the UK in 2011.

Wines of South Africa will focus on online marketing, push its sustainability message and run a series of wine workshops in the UK in 2011.

The generic body is planning a series of online promotions linked to internet specialist retailers, independent merchants and multiple retailers with dedicated web-based wine businesses this year.

It is also building awareness of South Africa's new sustainability seal. Linked to the Wine of Origin scheme, the new seal was launched with the 2010 vintage and is expected to be used on 80% of all South African wines by the 2011 vintage. It is the first country to introduce an industry-wide, on bottle, guarantee of sustainable wine production and by 2012 all South African bottled wine will carry it.

WOSA is also launching Wine Workshops, a series of international masterclasses which will run from May to July in key export markets. Topics will cover how the country's wine styles are evolving, how to make the environmental message work commercially, as well as turning the spotlight on a new generation of winemaking stars.

Jo Wehring, UK market manager for WOSA, said: "The South African wine industry is coming of age in the UK market. UK consumers are increasingly interested in the breadth of styles that South Africa is able to produce and are prepared to pay more to explore the higher-end wines from the country. This is reflected in the uplift we are seeing in sales of our wines at over £5, where South Africa is outperforming the market. Our position as a nation producing good value, quality wines is extending to new sectors."

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