Braaing off the Bookshelves

Variety is the spice of life, in more ways than the figurative. With the SA wine industry resorting to selling cookery books to supplement its international promotional activities in light of dwindling exports, other ways are being sought to fund promotional activities overseas.

The book Cape Wine,Braai Masters, published by Sunbird and compiled by Wines of South Africa (Wosa), is braaing off the shelves. “Wow! The publication is kicking serious butt,” a spokesperson for Exclusive Books told winegoggle. “Well-priced at R250 hardcover, it is walking in Justin Bonello and Nigella Lawson territory. Great pictures. Gob-smacking recipes. It rocks.”

The wine industry should celebrate this Christmas bonus, as proceeds from sales will be put to good use.

According to Wosa spokesman and culinary consultant Andr+¬ Morgenthal, Wosa receives standard author royalties from the publisher on all books sold. “The income will simply be added to Wosa’s budget,” he said in a terse reply to questions.

Reliable sources, however, maintain that the windfall from Cape Wine Braai Masters is simply the beginning of a rejuvenated revenue stream for the export body.

A range of braai spices under the Wosa label is being considered, and Paul’s Peri Peri, Colourful Cape Chakalaka, Adi’s Swartland Satay and Rudely Robertson Relish could very soon be seen on supermarket shelves as part of the retail strategy. A “Worsa” boerewors is apparently also in the pipeline, as is a set of Terrific Tongs and an Affirmative Apron.

According to Emile Joubert, Men’s Health Braai King finalist in 2001, author and food writer, Wosa’s move to braai-activities is a step in the right direction.

“Viewed from a promotional point of view, embracing the South African braai is a no-brainer for any generic local marketing body,” he said.

“Trying to convince Mrs Jones from Luton to buy a bottle of South African wine on grounds of the commendable activities aimed at saving the Leopard Toad or Two Tongued Hummingbird is a tough call. But show her a piece of braaied South African boerie, offer narrative on this and other uniquely South African products prepared in a colourful manner representing the pioneering spirit of our forefathers, and there is immediate, profound engagement between the potential buyer and the eager efforts of the seller.”

Joubert said he was eagerly awaiting the next publication from Wosa. “My money is on a title such as Braai the Beloved Country, although Rook en Geniet is a close second.”

-, Food Reporter

Enjoyed this article?

Subscribe and never miss a post again.


2 thoughts on “Braaing off the Bookshelves

  1. Two things I have in common with Emile, although I am not sure of any relevance in the first having been a Braai King Finalist in 1999 I am also left wondering what this book is out to achieve. Maybe Peter can let us know if the Brits do in fact braai on the one day of sunshine they are allocated a year?

Leave a Reply

Your email address will not be published. Required fields are marked *