This year, the number of wineries exhibiting is expected to increase from 103 to 125, showcasing more than 800 different wines. There is also an expected 100% increase in attendance levels bringing in over 5000 consumers over the two evenings compared to 3000 last year. Morara Wines, a Soweto-based Wine and Spirits Emporium has been awarded 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.
Mnikelo Mangciphu, a co-founding member of the Soweto Wine Festival, one of the event organisers and co-owner of Morara Wine and Spirit Emporium 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 utilising steadfast, local solutions. Strategic assessment, improved planning and valuable partner alliances are the forefront of making this a bigger, better and more focused Soweto Wine 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 singularly 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 utilise 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 than 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.”
Tickets will be available from select Pick n Pay outlets, the Cape Wine Academy Johannesburg offices and at the door for R40 per ticket.
Other big brand sponsors include Pick ‘n Pay, Jo'burg Tourism Company and DStv BBC Food.
Sunday Times are official media partners for the show which takes place in the Main Hall, Soweto Campus at the University of Johannesburg on Old Potch Road, Soweto.
