Savour a sip of sauvignon at the Soweto Wine Festival

Now called The Standard Bank Soweto Wine Festival, the organisers are pleased to announce its new headline sponsor, Standard Bank, has signed a two-year headline sponsorship agreement, which will add significant weight behind the festival.

2007 sees the festival raise its game in a big way, not only because of its formidable headline sponsor, but also due to several associate big-brand sponsors onboard such as Pick ‘n Pay Hypermarkets, Jo'burg Tourism Company and DStv BBC Food and the official media partners, Sunday Times. The collusions of synergies and values these sponsors bring to this Soweto-based initiative are based primarily on the significance and recognition of the festival's multilevel market attributes, strengths and attraction.

This year, the number of wineries exhibiting is expected to increase from 103 to 125, showcasing more than 800 wines. There is also an expected increase in attendance levels from 3000 last year to 5000 over the two evenings this year. Morara Wines, a Soweto-based wine and spirits emporium has a trading licence for the festival and purchases can be made on the day.

Pick n Pay Hypermarkets are launching their first Soweto Pick n' Pay store at the end of September and are positioning themselves as the premier wine stockists for the trendy and vibrant Sowetan market. They will be using their sponsorship position to promote their extensive food and wine division.

Jo'burg Tourism will promote tourism into Soweto during September, which is National Tourism month and say there is a lot of interest shown by international tourists in Soweto. If people stay in Soweto, those service providers hire more people and the economy is stimulated.

Mnikelo Mangciphu, a co-founding member of the festival, one of the event organisers and co-owner of Morara Wines based in Soweto, says operational strength this year is the dominant factor. “We took onboard all the operational hiccups from the past two festivals and this year are using steadfast, local solutions. Strategic assessment, improved planning and valuable partner alliances are the forefront of making this a bigger, better and more focused event. This festival is fast becoming a major tourist attraction in South Africa, as we are known throughout the world for our ability to produce wines that reflect discerning and unique tastes. So we are stepping up to the plate.”

Most of the Soweto festival's consumers and VIP visitors are from ‘The Established's' Black Diamond group, with a number of the black wine producers and younger adult consumers, referred to as ‘young families' and 'start me ups' aspiring in a few years to be part of the more affluent segment, referred to as ‘The Established's'. Many of these ‘black diamonds' are owner-managers of hospitality-focused businesses in Soweto and use the festival as part of their business prospecting.

This year, there are two strategic changes to the festival. The first change sees the festival becoming more focused on wine, its producers and the markets they appeal to on a much broader level, rather then diluting it with the spirit brands, which by its very nature brings a different calibre of consumer and market interest. Therefore, a decision was made to exclude brandy in the festival name. This decision got the ‘thumbs up' from wine producers countrywide. The second strategic decision was to include a new upmarket Standard Bank VIP Elite Room on Friday and the Sunday Times VIP Business Lounge on Saturday night. Pick n' Pay is providing the cuisine for the Elite Room and Business Lounge, with drinks and décor being provided by Bertrams. The VIP Elite Room and Business Lounge overlooks the entire hall and will be open to invited sponsors VIP's and wine producers.

Cape Wine Master, Marilyn Cooper, one of the founding members and MD of the Cape Wine Academy, organisers of the festival, says, “This year is about giving absolute value to the wine producers and sponsors by providing a strong platform for businesses across multiple markets. We have great exhibitors and sponsors onboard who will ensure a unique truly African experience to the wine consumers.”

Venue:

Soweto Campus at the University of Johannesburg on Old Potch Rd, Soweto, in the Main Hall.

Festival hours:

18h30 – 22h00 Friday, 7th September 2007
18h30 – 22h00 Saturday, 8th September 2007
Transport will be available from FNB Conference Centre in Grayston Drive into and out of Soweto over the two evenings

Tickets:

Tickets will be available from select Pick n Pay outlets, the Cape Wine Academy Johannesburg offices and at the door for R40 per ticket.
For more information, call Marilyn or Busi on 011 783 4585 or Mnikelo Mangciphu on 082 336 5948

Media:

E-mail: or on 084 486 2136 or visit www.sowetowinefestival.co.za