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SOUTH AFRICA: Cape wines "stuck in the middle" in Germany

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South Africa holds a unique "stuck in the middle" situation in the German wine market, with a good potential in the specialist market, but with weaknesses in the mass market.

According to a survey commissioned by Wines of South Africa (WOSA), through marketing consultants Marcon, Cape wines find themselves mainly at the entry level of the specialist field and at the top end of the mass market.

Cape winemakers need to filter their wines into the upper strata of the specialist market and introduce second labels into the middle of the mass market, as well as get listing with the Aldi group, which is seen as the trend setting mass seller.

Addressing a WOSA marketing intelligence seminar in Cape Town this week, Marcon CEO, Michael Jansen, told delegates that Germany had an 80 million strong population, and was also the largest importer of wine - 50% bigger than the UK.


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