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Mason's stance on South African regionality

Published:  23 July, 2008

Jo Mason, UK market manager of Wines of South Africa, has moved to set out the country's position on wine regionality.

She told "Regionality is a part of how

WOSA communicates about South Africa. For example at the LIWSF in 2008 WOSA is holding tastings presented by the key South African wine regions. Many of the press visits run by WOSA highlight regionality and winery visits are often conducted in regional groups.

"However, when communicating with the vast majority of consumers regionality is secondary to South Africa's other selling points; the conservation story and the link between the winelands and tourism are two messages which South

Africa can really take ownership of.

"Consumers in the mass market are more receptive to understanding 'brand South Africa' and to brands per se, than a more complex message. Though even with tourism and biodiversity it is impossible to ignore the role that regionality plays.

She also moved to clarify her position on regionality following a report in this week Harper's magazine on the country's readiness to promote regionality.

She said: "I do not believe that WOSA is not in a strong enough position to push a strategy on regionality. In no sense is WOSA to ignore regionality."