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OAVM visits Pro Wein in Düsseldorf

Marc Habets at the Pro Wein exhibition in Düsseldorf

OAVM for the first time at Pro Wein

Marc Habets visited the Pro Wein exhibtion in Düsseldorf on 27 March. Several South African wineries invited OAVM to see if there is a possibility to import their wines into the Netherlands. Pro Wein is the biggest wine exhibition in Europe where over 45 wine stands from South Africa presented their wines.

More sales except in the Netherlands 

The world is drinking South African wine, and lots of it. Recent figures indicate that in 2007 wine exports increased by 16% on the previous year. Su Birch, CEO of Wines of South Africa, says the demand for South African wine is now spilling over to more countries. “Whereas five years ago, 72% of our packaged exports went to just the UK and the Netherlands, the net has widened so that the UK, Sweden, the Netherlands, Germany and the US currently account for 70% of total export volumes,” she says.

With the exception of the Netherlands, where sales are characterised by heavy discounting, all other major markets have shown sound growth in demand for local packaged wines, Birch says.

“In the Netherlands, we are currently addressing the higher-priced segment of the market, where margins are more attractive for producers, and we are advising local wineries to move their focus away from extreme value business.” When the final figures for 2007 come in, it’s expected that the amount of wine sold will exceed the 300-million-litre mark - a record for the country. Birch projects an increase in export volumes of at least 6%.

“Although a conservative estimate, all indications are that the temporary setback in sales experienced in 2006, when volumes dropped some 5% on 2005, is now well and truly behind us,” she says.All wines for export must be granted an export licence. Samples of each batch of wine destined for foreign countries are sent to the Wine and Spirit Board at Nietvoorbij, Stellenbosch, where they undergo detailed tasting tests and chemical analysis in the laboratories before licences are granted. An official seal is given to each bottle by the Wine and Spirit Board, which verifies that the claims made on the label regarding origin, vintage and grape variety are true.

Only South African wines

OAVM is promoting and selling only South African wines because doing business with South Africa is their core-business and OAVM can give the South African wineries a great opportunity because of their big network in the Netherlands. Handy for the wineries is that OAVM not only imports the wines but distributes the wine as well through BestWineOnline.