South Africa hopes to add another 20% increase in wine volumes into the UK on top of last year’s 26% increase, with, among others, a £1m generic spend in the autumn.
This initiative will be the first of its kind run by Wines of South Africa. The Cape was the fastest growing wine category in the UK retail sector last year, moving up from sixth to fourth position.
WOSA have themed the campaign “Explore a different world” and will be targeting the 14 major multiple grocer and liquor chains, during September and October.
WOSA has set a target of reaching a 13.5% value share of the UK market by 2005, having moved its volume share up from 7,9% in 2001 to 9.5% last year. Its value share last year was marginally lower than the volume share of 9.5%.