26 September 2010

Pinotage is "an easy sell" in the USA

An interesting response by Ezanne Gouws, Ernst & Co marketing manager, to Neil Pendock's question about marketing SAf wine in the USA

I get the "what makes your wine industry unique?" question a lot, and Pinotage is right up there with boerewors, Nelson Mandela and World Cup Rugby champions. That's why Argentinian malbec does so well in America, because it is an Argentinian calling card. My American customers know South Africa produces a wide variety of quality wines, but so do many other countries. But what makes us unique is Pinotage.

I actually start off by offering my customers a chance to taste a good red wine without telling them what it is. After I have identified it for them and told them the Pinotage stories, it's an easy sell. It's not brain surgery, but it works every time.

Read the full article in in SAf's Sunday Times here

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