|South Africa wine collective in premium push|
|Written by Carol Emmas|
|Tuesday, 05 February 2013 10:19|
Premium Independent Wineries of South Africa, a collective of like-minded, independent producers, has been launched in a bid to to raise the profile of premium South African wine.
PIWOSA is self-funded by its members and currently comprises 15 largely family-owned producer members from across the wine regions of the Western Cape, who are working together to build both presence and understanding of the high-quality wines produced in the region.
The collective has been formed with the endorsement of industry bodies WOSA (Wines of South Africa), WIETA (Wine Industry Ethical Trade Association) and IPW (Integrated Production of Wine).
There will be a programme of marketing activities commencing in 2013 across the UK and Scandinavia, including trade and consumer events in the UK from June 3-6. Programmes will subsequently be rolled out into other markets including the US, Canada, Hong Kong and China.
PIWOSA chairman Rollo Gabb, owner of Journey's End Vineyards, said: "Together we represent the incredible diversity that is seen across the Premium South African wine industry today. We each portray our own mesoclimates and special soils, while sharing a collective belief in the high potential of our sites and supporting our respective regions.
He added: "South African winemaking has progressed to the point where it competes head on with premium wines from Australia, France, California and New Zealand - offering exceptional quality at very competitive prices. However, premium South African wine remains hugely under-represented in the on and off-trade and we feel there is work to be done, and progress to be made.
"Through working together, we hope to raise the perception and presence of premium South African wines internationally. This will help to increase the value of South African wine sold worldwide, leading to significant job creation across the South African wine industry."