The Standard Bank Soweto Wine Festival
IT’S OFFICIAL. SOWETO LOVES WINE On the 4th and 5th September, 5,520 people flocked to the Standard Bank Soweto Wine Festival to taste over 800 wines. This is an increase of nearly 1,000 people from 2008. If wine once had a bad reputation in the townships, this is now well and truly buried as a new generation of black wine appreciators comes to the fore in their thousands.
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5th Standard Bank Soweto Wine Festival
Thank you to our 2009 sponsors “As we mark our national industry’s 350th anniversary, we can say it has truly come of age now that wine has become accessible to all South Africans. I know I speak for everyone at Alto when I say how proud we are to be associated with a festival that brings the pleasure of wine to the people.” Alto winemaker Schalk van der Westhuizen
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5th Standard Bank Soweto Wine Festival
ADVERTISING spend, brand exposure 1.
Advertising Campaign ADSPEND
BROADCAST •
DStv: 35 sec ad, produced by Y&R on behalf of
Standard Bank for the Soweto Wine Festival: 27 Aug to 5 Sept: BBCFOOD, ESPN,
NATGEOGRAPHIC, STYLE, E, MTV, BBC LIFESTYlE; 55 spots. KayaFM: Live Reads, Recorded Ads & Competitions (Phat Jo and T-
R2,11 million in 2009
R1,65 million in 2008
R1,58 million in 2007
Bose) 3 weeks prior to the festival, 5 a per day. 2.
PRINT •
Flyers (30,000, distributed two weeks prior to the festival at Soweto mall instersections and Jazz Festival), Street Pole Ads (Sandton to Soweto): Ads in The Star, The Sowetan, The Daily Sun, The Sunday Sun, Sunday World, The Sowetan, The Times, Jo’burg Style, 1 Time, The JSF Guide, City Pulse.
3.
The 2009 Soweto Wine Festival media strategy focussed on a 3-week, high-impact, high-frequency campaign combining print, broadcast and new media.
NEW MEDIA •
E-mail marketing, banner advertising, social media, including a Sho’t Left campaign,
Facebook page, You Tube distribution of the advert and Twitter updates. 4.
COMPETITIONS •
Destiny Magazine, Star, Sowetan, Times, City Press, Kaya FM (Phat Joe, T-Bose and Georgie), The Sowetan, Sunday World, Sho’t Left.
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5th Standard Bank Soweto Wine Festival
PUBLIC RELATIONS: AVEs BROADCAST •
180 Degrees, 3Talk With Noeleen, Agriculture Today, Business AM, Chilli M, Early Breakfast With Udo Carelse, Jenny Crwys-Williams, Kaya Biz with Stevie B, Kgomotso Moeketsi, SAfm Lifestyle, SAfm Lifestyle, Solly Philander,
Spektrum, T-Bose, The Phat Joe Morning Show, Today with John Perlman, Whats Your Take With Masechaba, World Today, CNBC Africa, E-TV
PRINT •
aboutTime, Avocado – English, Cape Times - Top of the Times,CHEF!,
PR AVEs
R3,485 million in 2009
R2,107 million in 2008
R1,100 million in 2007
Chiawelo Urban News, Citizen The, City Press, Cosmopolitan, Destiny, Destiny Man, Diepkloof Urban News, District Mail, Dobsonville Urban News, Eldorado Park Urban News, Elle, Event The, Femina, GQ, Jabavu Urban News, Joburg East , xpress, Juice Magazine, Meadowlands Urban News,
(Media Monitoring SA)
Orlando Urban News, Pimville Urban News, Protea Urban News, SA Garden
* As at 5 October 2009.
& Home, SA Home Owner, Sandton, Sandton Chronicle, Saturday Star, Sowetan, Sowetan - Time out, Star The, Star The – Tonight, Sunday Sun Supplement1, Sunday World, Supermarket & Retailer, The Taverner, Time, Times The, Top Billing, Weekend Post, Weekender The - Weekend Review, Wineland, Zola Urban News
NEW MEDIA •
Media Club South Africa, SA Tourism, Jo’burg Tourism, Gauteng Tourism,
KayaFM, iAfrica. BizCommunity Online, City Press Online, Guardian UK, Home Coming Revolution, iAfrica Online, Joburg Online, Lenzinfo Online, Mail & Guardian Online, Marketing Bizcommunity Online, South Africa Info Online, South African Wine Onlin, South African Wine Online, Sowetan Online, Star Online, Sunday World Online, Sunday World Online, The Guardian, The Guardian UK, TIMES, Tonight Online, Wines of South Africa Online
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PR AVE in print and broadcast
5th Standard Bank Soweto Wine Festival
The Wine Class In line with Pick n Pays’ policy and ethos, Pick n Pay Hypers believes in working with and within the Communities
surrounding their stores. By sponsoring an event of this magnitude, not only are we living the dream of Pick n Pay within our Communities, but uplifting the community through education and enlightenment on wining and dining. Michele Waters, Pick n Pay National Category Strategist on Liquor.
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For the second time in its history, the Standard Bank Soweto Wine Festival partnered with Pick n Pay Hyper and the Cape Wine Academy to run an educational component at the festival,
taking the format of one-hour wine classes. It is important to the organisers of the festival to include an educational focus. Besides the ‘glass & advice’ on tasting included in the booklet, the Wine Class offers a designated area for tutored tastings by professionals. The sit-down one-hour tasting sessions were held each evening on the hour starting at 7 pm (Friday evening at 7pm, 8pm & 9pm and Saturday evening at 7pm, 8pm & 9m). Each class holds a maximum 40 people. Our Cape Wine Masters host these exciting Wine Classes.
5th Standard Bank Soweto Wine Festival
2009 Wine Exhibitors
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A
De Wetshof Estate
Vineyards
Nederburg Wines
Stellekaya
Alto Estate
Diemersfontein /
J
O
T
Arniston Bay
Thokozani
Jacob's Quest
Orange river Cellars
Tall Horse
Anthonij Rupert Wines
Dornier Wines
Jordan Wine Estate
Ormonde Private Cellar
Thandi Wines
Angels Tears
Durbanville Hills
K
P
The Goose Wines
B
Douglas Green
Kaapzicht Estate
Pearly Bay
Tokara
Bafana Bafana Wines
E
Kanonkop Wine Estate
Plaisir De Merle
Theuniskraal
Bernheim
Eikendal
Kanu
Pongracz
Tukulu
Beyerskloof
Ernie Els / Guardian
Ken Forrester
R
The House of
Bellingham
Peak
Kumkani
Remhoogte Wine
Krone/Twee Jonge
Black Pearl (Nixan
F
L
Estate
Wines)
Fleur Du Cap
La Motte
Ridgeback Wines
V
Boekenhoutskloof
Fragolino
Landskroon Wines
Robben Island Wines
Van Loveren
Winery
Frontera
Lathitha Wines
Ross Gower Wines
Vergenoegd Wine
Boschendal
G
Legacy
Rupert & Rothschild
Estate
The Beachhouse
Glen Carlou
Leopards Leap
Rust en Vrede
Versus
C
Golden Kaan (KWV)
LIBBY'S Pride Wines
S
Villiera
Cafe Culture
Groenland
M
Saints
W
Cape Dreams
Groot Constantia Estate Meerlust
Schalk Burger & Sons
Welmoed
Cederberg
H
M'Hudi Wines
Ses'Fikile Wines
Z
D
Hartenberg Estate
Mooiplaas Estate
Simonsig
Zandvliet Wine Estate
Darling Cellars
Hermanuspietersfontein N
Steenberg Vineyards
Zonnebloem
5th Standard Bank Soweto Wine Festival
Gezellen
“It was the first time I attended … I thought this one was a huge success and probably the best I have attended over the last few years! There is definitely an enormous potential in that specific market.” Paul de Villiers, Landskroon Wines
RESEARCH: festival demographics Coloured 10% White 15% Indian 2% Other 2%
Race
Black 71%
A research questionnaire, compiled
How should SA wine brands and
The questionnaires were conducted
by Charlaine Opperman, an MBA
producers market their product
on random visitors to the festival on
student at the University of
successfully to the local emerging
the Saturday 5th September 2009
Stellenbosch, who is currently
black market, and managed by the
between 6 pm and 10 pm. There
collecting data for her thesis on:
2009 Soweto Wine Festival as part
was a total of 96 questionnaires.
of their ongoing Consumer Survey.
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5th Standard Bank Soweto Wine Festival
RESEARCH: purchasing power
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5th Standard Bank Soweto Wine Festival
RESEARCH: brand power, status
36% of respondents are married, 9% divorced, 3% widowed and 52% single.
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5th Standard Bank Soweto Wine Festival
RESEARCH: age & gender
Age
35-49 32%
30-34 25%
>49 14%
<24 6%
24-29 23%
There were slightly more female respondents than male respondents.
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5th Standard Bank Soweto Wine Festival
RESEARCH: income, living
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5th Standard Bank Soweto Wine Festival
RESEARCH: drinking habits
The majority of the respondents have been consuming wine between 1 and 5 years. The second largest proportion of wine consumers has been drinking wine for more than 10 years.
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5th Standard Bank Soweto Wine Festival
RESEARCH: consumer spend
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5th Standard Bank Soweto Wine Festival
RESEARCH: consumer spend Wine buying Habits Supermarket Other
33%
15% Wine Boutique Liquor Store
51% 15% 1%
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Average spend on wine as a gift
5th Standard Bank Soweto Wine Festival
7%
>R100 R31-R50
78%
R50R100
RESEARCH: drinking behaviour
Rating
Beer
Coolers
White Wine Red Wine
Spirits
1
23,08%
0%
17,31%
42,31%
17,31%
2
6%
14%
26%
36%
18%
3
15,69%
13,73%
23,53%
13,73%
33,33%
4
1,96%
52,94%
23,53%
1,96%
19,61%
5
52,94%
19,61%
9,8%
5,88%
11,76% 51 Respondents
NOTES:
Respondents were asked to rate their beverage preference from 1 to 5. 1 - Indicating their favourite choice and 5 indicating their least favourite choice. The clear favourite was red wine with 42,31% of respondents claiming it to be their number 1 choice. Beer was the second favourite choice with 23,08% and white wine and spirits coming in 3 rd position with both 17,31%. Coolers were never the first choice for the respondents.
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5th Standard Bank Soweto Wine Festival
RESEARCH: buying influencers
RATING
PRICE OF WINE
BRAND NAME
RECOMMENDED
PACKAGING/ LABEL
1
43%
24%
14%
19%
2
9%
16%
16%
59%
3
25%
38%
17%
19%
4
34%
19%
21%
26%
5
20%
26%
36%
18% 74 Respondents
Respondents were asked to rate the importance of the price of wine, brand name, whether it comes recommended as well as the packaging and label of wine. A score of 5 is given when high importance is linked to the characteristic. The most important factor was rated to be whether the wine comes recommended.
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5th Standard Bank Soweto Wine Festival
RESEARCH: marketing influencers Marketing Influencers Internet
4%
Tastings
8% 13%
Friends
32%
12%
Radio Television
31%
Wine Reviews
The respondents indicated that the biggest marketing influence on their wine purchases come from wine tastings, followed
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5th Standard Bank Soweto Wine Festival
5th Standard Bank Soweto Wine Festival
2009 marked the 5th grand Soweto Wine Festival and the birth of wine in South Africa 350 years ago. What better place to celebrate the birth of wine than Soweto where trendsetting is a way of life!
MISSION STATEMENT The Soweto Wine Festival is a wine and lifestyle event held in Soweto that provides black consumers with opportunities to learn about wine and wine tasting etiquette within a non-competitive environment. Simultaneously, this festival provides economic value to the South African wine producers by introducing South African wines to new markets via education and interaction that simultaneously increases local consumption and sales; and for sponsors, by hosting a strong platform for direct interaction with business and consumers prospects across multiple markets.
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5th Standard Bank Soweto Wine Festival
2010 and the Soweto Wine Festival â&#x20AC;&#x153;A success story indeed, I must applaud you for a very elegant Festival the visitors were a perfect fit to all brands represented on both days.â&#x20AC;? Busi Msimango, DStv, marketing and
promotions. DStv, VIP sponsor 2009.
As a result of the massive success in
The changes for 2010 and beyond will be
In 2010, the Soweto Wine Festival will
attendance at the 2009 festival, the
discussed with festival partners and
grow significantly with more space and
organisers will be seeking an alternative
sponsors on a one-on-one basis.
the introduction of new lifestyle elements.
venue for 2010 and beyond.
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5th Standard Bank Soweto Wine Festival