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South Africa's leading independent drinks commentator…
 

WOSA: time for rebranding?

Posted: June 21st, 2011 | By Neil Pendock


David Eley, artist responsible for an acclaimed new map of the Douro, asks whether the acronym WOSA works to market SA wines. WOZA would be better as its more ethnic, means “come!” in Zulu and besides, SA is easily confused with South Australia. ZA comes from Zuid-Afrika and were the two letters people stuck on their car boots in the days when tourists took their jalopies on holiday. David suggests S.A.W as in “we came, we S.A.W, we conquered” which seems to have been the result from the first two days’ play at VinExpo. Cobus Joubert reports that the stand of the SA Independent in Hall 3 was the busiest attraction for the first two days of the show and makes the point “afwesigheid van Aus, NZ (en WOSA) tel in die guns van produsente wat op eie stoom hier is.”

The SA Independent in Bordeaux

The SA Independent in Bordeaux

Basically, the absence of Australia, New Zealand and WOSA counted in the favour of producers who pitched in Bordeaux under their own steam. Certainly the two Michaels (Fridjhon and Crossley, below) were doing an excellent job convincing a visitor of the merits of an antique Jaubert Muscat which was poured for thirty guests. The SA Independent should form their own marketing arm – perhaps called S.A.W – that could compete with WOSA for industry levies and bring a welcome fresh direction to SA wine marketing overseas.

Two Michaels discuss Muscat with a punter at VinExpo

Two Michaels discuss Muscat with a punter at VinExpo

  
 
 

Comments

 

anon

June 21, 2011 at 11:00 pm

Do you have any positive things to say about WOSA Neil ? WOSA went to Asia instead and why ? Simply put, it is where growth is happening in terms of exports. Instead of focusing on the traditional markets WOZA realises that we need to start focusing on other regions in terms of sales. Pro-wein in Germany seems to be the way forward in terms of EU sales. Though it is commendable that 14 producers chose to exhibit at vinexpo they did so on their own accord. In general do you have anything positive to add to the wine industry, must every article be sensational ?

 

Neil Pendock

June 22, 2011 at 7:32 am

Hi Anon

I was at the ABSA Calitzdorp Port & Wine Festival on the weekend and will be having many positive things to say about it and the wines going forward.

As for exports – surely you’ll admit they are in crisis? Beer and Biltong events in London and badly planned and hugely expensive tastings in Luanda do not help. WOSA were responsible for both and many other things that can be improved. SA wine needs and deserves better.

 

Ansgar Flaatten

June 22, 2011 at 12:15 pm

Dont look past major European events to catch Asian buyers, this is a global village we are in and the Asians are very mobile and enjoy traditional european events.

 

Neil Pendock

June 23, 2011 at 5:06 pm

Strong come back from WOSA this afternoon:

On Friday, 10th June Wines of South Africa held an all-day “bosberaad” or think tank with members of our board and other major players. The participants represented over 90% of the export industry. We reviewed our activity and investment across all the markets we currently operate in. All agreed that the current positioning is on target and everyone supports the industry DNA. We committed to increase our immediate focus on the US and China and also certain countries in Africa in the next few years.

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  • About

    Called "South Africa's most influential wine writer" by DrinksBiz (NZ), a "wijngoeroe" and "beminnelijk maar snoeihard" by De Telegraaf, a "Master of SA Writing" by Ernst Gouws and voted “most trusted palate” by readers of WINE magazine, Neil Pendock is South Africa’s leading Indie drinks commentator.

    An "enthusiastic amateur", he owns a small farm on the Paardeberg which used to supply a few grapes to Swartland Winery, a producer he never wrote about. After two decades in the spittoon, he retains a healthy disregard for the anoraks, bowties and Emperors of drink and their new clothes.