Gugulethu Wine Festival 2011 Report
“On the subject of revolutions, Gugulethu was the storming of the bottle store in the Bastille. A tipping point for local wine shows, the importance of which cannot be overstated.” Neil Pendock, wine.co.za
“This is the start of a new dawn for wineries … together with the Soweto Wine Festival, this is … wine education coming to life. We applaud the wineries that supported the debut festival. We look forward to many more wineries attending next year.” Marilyn Cooper, Managing Director of Cape Wine Academy
Festival background •
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Gugulethu entrepreneurs, Lungile Mbalo and Mzoli Ngcawuzele, approached the Cape Wine Academy to assist in devising a strategy to duplicate the success Soweto Wine Festival model in Gugulethu. Mzoli is best known as owner of the successful butcher - Mzoli’s Meat - and as a property developer constructing the first mall to be built in Gugulethu the Gugulethu Square Mall, the venue for the debut TOPS Gugulethu Wine Festival. 2
Objectives
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To grow the Western Cape local wine consumer market; To enhance Gugulethu as a tourist destination; To educate the consumer market on, and create awareness about, wine brands, safe wine consumption and the availability of wine products in the market; To attract different racial groups and businesses to view Gugulethu as a tourist hub and a business-friendly investment area; To provide a favourable lifestyle environment to wineries and sponsors to position brands. 3
Festival Highlights
The inaugural TOPS Gugulethu Wine Festival 2011 enjoyed the support of 24 wineries boasting a range of 200 wines spanning entry-level sweet wines to premium brands, and 9 lifestyle sponsors TOPS at Spar, Nederburg, Fine Brandy, City Press, Vodacom, Heart FM, SANParks, Geen & Richards, Cape Town Tourism and Coca-Cola sponsored the debut event; 2050 visitors attended the 2-night festival, which sold out of tickets at 6.45 pm on Saturday night The festival was officially opened by Cape Town Premier Helen Zille 104 media people attended the festival The festival achieved over R1,8 million in AVEs spanning print, broadcast and online media and had a combined advertising spend of R600 000 spanning street pole ads, flyers, print ads and a broadcast campaign on Heart FM.
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Ad Spend Total investment: R600,000
Advertising Print Media
Vukani, Weekend Argus, CapeArgus,City Press
Broadcast Media
Heart FM –Competition, Web, 30-sec Ad,Live Reads, Event Broadcasting x2per night
Outdoor Media
580 A1Street PolePosters distributed from Cape TownCBD toGugulethu; 5,000 A5Festival Flyers
Social Media & Online Advertising
GWF website. Facebook, Twitter, Banner Ads: Cape Wine Academy; competitions: Taste Magazine, TOPSandTales, CapeTown Tourism 5
PR - AVEs Total AVEs: R1,817,594.81
Print Broadcast Online {6 May to 5 June}
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“The success of the first Gugulethu wine show is a turning point in local wine promotion. … When Zille praised the organisers and, in particularly Ngcawuzele (owner of the famous Mzoli's eatery around the corner, and owner of two wine brands that featured on the show) for bringing people of different cultures and backgrounds together, she could just as well have called for an effective local body to generically market and promote wine inside South Africa.”
Melvyn Minnaar, www.grape.co.za - Read More 7
Dates: 25, 26 May 2012 Venue: Rooftop - Gugulethu Square Mall Times: Friday: 4 pm to 9 pm Saturday: 3 pm to 9pm
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2012 Sponsorship Categories •
Exclusive-medium media partner: R450,000 (part trade, part cash investment)
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In Association Sponsorship: R180,000
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Gold Sponsor +Hospitality Host – R120,000 + costs
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Silver Sponsor: R80,000
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Wine Lounge Sponsorship: R60,000 | Wine Lounge: R40,000 | Wine Bar: R22,000
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Wine Exhibitor: R4,700
Television; Print; Radio; Street Poles; Online; Flyers; Banners. 9
Confirmed 2012 Sponsors
1. TOPS at Spar – headline 2. DStv – VIP host and broadcast partner
3. City Press – Sunday Print Partner 4. Heart FM – Radio Partner 5. J.C. Le Roux – Wine Lounge Sponsor 6. Nederburg – Wine Class Sponsor + Wine Lounge Sponsor 7. Pongracz – Wine Lounge Sponsor 8. Cape Town Tourism – Travel Partner
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