Marketing & Media trends
New director at South African Brandy Foundation
She has had 20 year's marketing expertise both locally and abroad, covering sectors from FMCG, retail and manufacturing to engineering and IT at companies such as Unifruco (now Capespan), CPC Tongaat, Kimberly Clark and research work for Kraft and Cadbury Schweppes. Prior to this appointment, she was group marketing manager for a South African business operating in three countries. She holds a degree from Stellenbosch University and a diploma in Marketing Management from Wits Business school.
Brandy, national asset
According to Reade-Jahn, factors driving the growth potential of the South African brandy market include its consistently high quality, underpinned by stringent legislation; its strong base in the spirits market and the range of product offerings to various market segments.
"With brandy representing almost half of all spirits sold in South Africa, the soaring interest in premium and super-premium brands, as well as being rated the best in the world, the local brandy industry is a national asset with a brilliant future. To harvest its potential over an extended period will require both successful marketing of the quality product to its market segments and internal alignment of our brandy producing members to form a strong industry position," she says.
Focusing on contemporary ways to promote South African brandy, she views the highly marketable characteristics of brandy as a cornerstone for promotional activities aimed at brandy education, raising awareness and fostering excitement for brandy.
"There is plenty of scope for a variety of promotional media including the application of electronic and social networking tools such as Facebook, Twitter and SMS campaigns to connect with current and new segments of the market."
The economic climate fuels rather than dampens her optimistic outlook. "People still want to treat themselves with little luxuries in more austere times. It comes as no surprise that trend forecasters expect sales of personal luxuries to increase as consumers look towards indulging in these products without breaking the bank."