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Published:  23 July, 2008

South African wine, the fastest growing category in the UK retail sector last year, is to have its first generic consumer campaign, with a 1 million spend planned for autumn. Under the banner, Explore a different world', the campaign will focus on the beauty of the Cape winelands, the diversity of wines and wine styles and the youthful dynamism of the country's winemakers'. Sophie Waggett, of Wines of South Africa (which is planning the campaign), said: The promotion, encompassing the 14 major multiple grocer and specialist chains, will aim to improve South Africa's value share of the retail market, raise awareness of the country's wines and increase shelf space allocated to these wines.' According to WOSA, South African producers aim to achieve a 13.5% value share of the UK market. The current figure is 9.5%. Waggett also said that part of the campaign's thrust would be directed at increasing sales above the 5 mark. Last year's average bottle price was lower than the market average (3.83), at 3.60. By 2005 South Africa hopes to export 500,000 cases of wine to the UK retailing at 5 and above. 2002 saw 140,000 cases exported.