The South African Wine Industry Transformation Unit NPC is supporting 13 black-owned enterprises to participate in ProWein, the world’s largest wine and spirits trade show, from 17 March to 19 March in Düsseldorf, Germany.
Wendy Petersen, newly appointed transformation operations manager of the SA Wine Industry Transformation Unit NPC, emphasises the importance of black-owned wine brands participating in a leading wine show such as ProWein. “Participation at a trade show of this magnitude and prestige is highly beneficial to the brands’ positioning in the international market,” said Petersen. “The support we are providing the brands will enable them to trade with buyers and importers globally and grow their footprint in the international market,” she added.
Antoinette Vermooten CEO of Bayede! who previously attended ProWein, agrees with Petersen. “This is a great opportunity where trade meets producers and an ideal platform to align our brand with international and other South African big brands. We don’t have to stand back but can equally compete with quality products and the pricing of our wines at this level,” said Vermooten.
Bayede! is one brand that is to be supported by the SA Wine Industry Transformation Unit to attend ProWein this year. “We are grateful to the SA Wine Industry Transformation Unit for the opportunity to participate at ProWein. We find that the return on investment is much better on this well-established platform,” Vermooten said.
African Roots Wines, Bayede! Marketing, Cape Dreams, Compagniesdrift, Koopmanskloof, LaRicMal, Land of Hope, Libbys’ Pride, Ses’Fikile, The Bridge of Hope, Thembi & Co, Thokozani and Women in Wine will be joining other established wine brands and co-operatives at the South African pavilion in Hall 9, blocks 9B28 and 9B38 of the Messe Düsseldorf, to present their unique wines to wine experts and buyers from across the globe. – Press release