Working to open doors in Africa for Mzansi wines
‘We’ve a wonderful product to offer’
A battle of the Cognacs is heating up on the local drinks scene, showing that the world is taking notice of South African consumers’ growing taste for the finer things in life.
In the past four weeks alone, two eminent Cognac houses – Hennessy and Courvoisier – have stepped up their act by unveiling new marketing initiatives aimed at winning the hearts and minds of local tipplers.
The two are part of the Big Four Cognac houses – which includes Rémy Martin and Martell – and command a strong presence in the country which spans many decades.
Some 179 million bottles of Cognac were exported out of France last year, a sizeable portion heading to Africa and the Caribbean, which account for close to eight million bottles, according to Spirits Business online magazine.
Nearly a week ahead of an announcement by Courvoisier last month, Hennessy drew the first blood by launching its latest 2017 V.S.O.P Privilège Limited Edition Cognac which sports arty packaging.
Hennessy’s SA marketing manager Michael Ellingworth says the packaging’s creative design is part of the efforts by Cognac brands to constantly find ways to remain innovative and increase engagement with their consumers. To that extent, Hennessy has collaborated with artists to produce works showing collusion between art, luxury and Cognac.
Quiet fire is the only description that can truly sum up the essence of the V.S.O.P Privilège (R649.95), which is an exquisitely balanced liquid splashed with aromas reminiscent of vanilla and cinnamon.
Hennessy’s global ambassador Maurice Hennessy is also heading for our shores later this month. No cat is being let out of the bag – about what to expect from the visit other than exclusive tastings, as the Cognac house keeps the grapevine pregnant with suspense.
To outdo Hennessy, Courvoisier just over a week later introduced with a Parisian air of decadence the swashbuckling trio of celebrities – Bonang Matheba, Tbo Touch and David Tale – as the new charismatic face of its Cognac label.
The subliminal message today is that drinks have evolved from being mere booze, something to lift up, quaff and put your mind into a goofy state, but are now essentially about good moments shared with beloved ones. Wines of South Africa (Wosa) is a national marketing organisation charged with promoting South African wines in international markets.
Wosa marketing manager Matome Mbatha plays a key ambassadorial role by helping to open international doors for local wines.
Your job must be very interesting – travelling around the world and sharing the wonder of South African wines with other nations? Is there ever a bad day at the office for you?
Fortunately, no. It is a great motivation for me and my colleagues to perform this duty for our country, knowing well that we have a wonderful product to offer to the world.
Which African countries are you currently targeting for your initiatives, and which ones have been very receptive to South African wines?
I must say the country I have found to be very interesting is Ghana. After Ghana, there are more exciting opportunities for our wines in Kenya and Uganda. Of course, we still have to do more work in opening doors for our wines in Nigeria, which is a huge market.
Which country has taken to our wines like wildfire?
Our wines are doing extremely well in Angola. Their market has been a huge revelation, as has been Mozambique.
Which is your favourite food-and-wine pairing?
A meat-based pasta dish with a glass of shiraz.
And what is your biggest extravagance?
Wine and music.