Boschendal tops UK market for SA wines

Total sales values for the year ending 29 December increased to £4 703 000 - volumes increased by 8.5% to 641 000 bottles (750ml) and the average price per bottle increased from £7.03 to £7.33. Reaching the number 1 spot has confirmed that the wines produced on South Africa's second oldest estate, is on the right path in terms of how it positions, prices and distributes the brand in the UK.

"This success did not come overnight; it is part of a 10 year plan. It is based on reviewing and overhauling the complete brand architecture from the Pavilion range through to the premium offerings and our strategy of improving the quality of the premium offerings," says Jacques Roux, marketing director for DGB, the parent company. "This success has been built on re-engineering the packaging, upgrading of wine styles with a trusted and committed winemaking team and replanting vineyards where necessary."

The UK is very much a flagship market for South African wines and is still a benchmark of accomplishment for local brands. "We have an office in the UK with our own sales team, indicating the importance of that market to our business," adds Garreth Anderson, MD of DGB (Europe).

The company sells five varietals of its 1685 range in the UK, Chardonnay, Sauvignon Blanc, Merlot, Shiraz and Shiraz Cabernet, as well as its Lanoy Cabernet Sauvignon.

The brand has broad distribution in the UK, especially in the retail sector, being listed with Tesco, Waitrose, Majestic and The Co-operative. "The major retail groups only stock a very limited range of premium wines and the brand has excellent representation in this sector, which accounts for its share of the South African premium sales in the UK," Anderson said.

There is representation with regional wholesalers that service the country areas, while the brand also has some very good on-consumption representation and this is a sector it is focused on developing.

Group winemaker JC Bekker presides over the entire DGB wine portfolio, with Lizelle Gerber as white wine and Cap Classique winemaker and Bertho van der Westhuizen responsible for red and rosé wines at the two dedicated cellars at Boschendal.

For more information, go to www.boschendalwines.com.