My View: Spotlight on South Africa

Can it take advantage of the shortages from Australia? Should it focus on building a premium image?

Can it compete at 2.99 or 3.99? How does it increase sales above 5? My question is: "Why does South Africa have to define a single slice of the market as its focus?"

South Africa's definition of success is more complex than market share or total sales of premium wines. Yes, it has experienced tough trading conditions, but it is not the first country to do so and it won't be the last.

It is more important to build a reputation for excellence at all price points. And this is where South Africa can perform.

Brands such as Namaqua, FirstCape, Kumala, Spier and Cape Grace offer an introduction to the category. Boschendal is engaging consumers above 6, and wineries such as Graham Beck and Vergelegen are recognised for exceptional winemaking on the world stage.

Furthermore, it is at the forefront of innovation: Caf Collection low-alcohol wines; Stormhoek's online marketing; Arniston Bay's e-pak it keeps pushing the boundaries.

South Africa has a fantastic image in the minds of UK consumers, and there's more to come.

The 2010 World Cup is a landmark event - the eyes and ears of our customers will be tuned into South Africa and all it has to offer. I'm looking forward to South Africa having\home ground advantage.

Jo Mason is UK market manager for Wines of South Africa