WoSA wants to increase on- and off-trade presence

WoSA wants to increase on- and off-trade presence

A new campaign from Wines of South Africa (WoSA) is hoping to educate US consumers on the quality and heritage of South African vineyards.

The push, which will run throughout next year, will use a range of events to highlight wine-making traditions and innovations that are producing “bold new wines”, the trade association said. Financial details of the push have not been disclosed.

The campaign follows this year's 'From BBQ to Braai' activation in the US, and will aim to increase the availability of South African wine in on- and off-trade accounts in the country.

“Americans need to be educated about the breadth and quality of South African wines,” said WoSA's US marketing manager, Jim Clarke. “Today’s consumers are receptive and eager to explore.”

In October, WoSA opened a satellite office in Hong Kong to help producers target key Asian markets.