Flying start for Nederburg
2009-02-19
NEDERBURG has begun the year with a flying start, winning three gold medals on the Berliner Wein trophy show that drew over 3 000 entries worldwide, and landing the rights for a major promotion at Schiphol airport over the high-density European Spring season. Schiphol, close to Amsterdam, is one of Europe’s busiest airports, handling close to 50 million visitors a year. The three red wines to come home with gold medals on the show accredied by the OIV (Organisation Internationale de la Vigne et du Vin) in Germany were all from the 2007 vintage – the Manor House Shiraz and Manor House Cabernet Sauvignon, as well as the Winemaster Reserve Pinotage. The Manor House collection of varietal wines, made from Nederburg’s best-of-best fruit, has attracted considerable critical acclaim since the launch of the maiden 2005 vintage. The 2005 Manor House Shiraz was judged the best in the world on the International Wine & Spirit Competition. The same wine also took gold on the inaugural Syrah du Monde in France and MundusVini in Germany. Subsequent vintages have continued to earn top scores internationally. With Germany one of Nederburg’s most important markets, the latest awards help to further advance the brand’s appeal in a highly competitive environment, said Nederburg marketing manager, Rudolph du Toit. “Our latest achievement should help us to stand out at this year’s ProWein exhibition, in Dusseldorf. The most important wine show in Germany, it is expected to attract a very high international trade turnout.” South Africa has moved from 14th position in the German market in 2000, when just 135 000 litres were exported, to fourth place in 2008 with 66 million litres. The country is now the leading New World player in this market. “We are also anticipating a strong contingent of German football enthusiasts in South Africa next year for the World Cup and our enhanced visibility there should impact well on local sales during the 2010 tournament,” he said. The brand, which serves its wines aboard KLM flights, has also concluded a promotional deal at Schiphol that will give it unprecedented prominence in the airport’s duty-free channel, during April and May. South Africa is also the biggest supplier of New World wines to the Netherlands where it continues to increase its share of the market. “Nederburg’s promotion at Schiphol will not only expand the brand’s presence, but help to build awareness of South Africa’s wine quality credentials.” Du Toit added that the brand is continuing to deliver sound growth worldwide, despite the global credit crunch and reduced consumer spending. “Northern Europe, the UK, Northern Ireland, Canada, Asia Pacific and Africa are showing very encouraging increases. Year-on-year, we are also nicely up in the domestic market.”
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