South African producers are being urged to produce a coherent industry led strategy to attack the UK market. Speaking at a marketing seminar for South Africa's wines yesterday Mike Paul, MD of Western Wines, owner of Kumala, South Africa's largest export brand and the sixth biggest retailed in the UK, said: "The UK trade is highly receptive to new wines and actively seeks points of difference to generate ongoing interest among consumers in this fiercely competitive market. Whereas California is more focused on its domestic markets than it is on the UK, and Chile and Argentina do not enjoy close historic and cultural links with Britain, South Africa is in an ideal position to maximise its advantages."