“The interest around South Africa and South African wines as a result of 2010 is just phenomenal,” Su Birch, the CEO of trade body Wines of South Africa, told Reuters. Birch said the industry expects an increase in exports of between 10 and 15 per cent this year.
WOSA is planning a major marketing drive in key export nations competing in the World Cup, including ‘braai’ (barbeque) festivals.
“There is huge interest and excitement around 2010 ... there isn't a supermarket group in Europe that doesn't want to do a South African promotion,” said Birch.
South African wine exporters are facing a longer term threat from the strong and volatile local currency, the rand, which Birch said threatens to sound the death knell for the industry. Weaker demand from major export nations which are in recession is also hitting profits.
