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There’s a new sheriff in town, one riding into the range of wine distribution in the South African black market. Just, this sheriff is a posse. One who is going to rattle the cages. Make inroads where the bigger producers have failed dismally to make wine appealing to the critical mass without which the SA industry ain’t going to survive locally, namely the hoard of restless thirsty natives. Who, by the way, have got an increasing amount of cash to spare.
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The new distributor, Saint Dant+¬ Joint Venture, is a unique working relationship between the South African Liquor Traders Association (SALTA) and ten wine brands. Who are SALTA? Well, it represents over 450,000 black liquor traders, that’s who. So, you think you did a big deal getting onto the Spur’s wine-list? Well how does an in into 450,000 shebeens, spazas, restaurants, car-washes, barbecue shops, etc sound.
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PR TALK
Saint Dant+¬ Joint Venture, named after Saint Madlala, president of SALTA, and Dant+¬ Lotter, director of The Lads Wines from Paarl in the Western Cape, aims to promote various wine brands in the black market through innovative distribution channels and inclusive marketing. The vision of the Saint Dant+¬ Joint Venture, is to create a sustainable distribution channel for quality wine brands to liquor establishments which are members of SALTA, which as 450,000 members nationwide.
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According to Koos Visser, marketing manager for Orange River Cellars ?+¦-+???+¦-ú?-¦?+¦-ú?+¦+¦ one of the 10 wine brands incorporated in the Saint Dant+¬ Joint Venture ?+¦-+???+¦-ú?-¦?+¦-ú?+¦+¦ this new level of co-operation between the local wine industry and the black liquor traders represents a new era in South African wine marketing.
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“Saint Dant+¬ is the culmination of years of market research and study into distribution and consumption patterns in the black market,” says Visser. “The understanding of the market is complemented with SALTA’s direct reach into taverns, restaurants and other hospitality establishments., Orange River is tremendously honoured to be part of this innovative approach into South African wine distribution and look forward to introducing our wines to a sector of the population literally crying out for wine, wine-related information and a slice of the wine culture. This we are only too happy to supply.”
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The Saint Dant+¬ joing venture will empower liquor establishments with wine knowledge and help them in the process of sustaining their ventures. These establishments will also be supplied with wine education and training as well as strategic marketing plans.
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Saint Dant+¬ was established after discussions and negotiations with Mr Madlala following thorough research in brand development as well as ethnographic market research over a period of twelve years. This research was done by Eion du Toit, one of the directors of The Lads Wines and a wine industry leader in ethnography research.
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Du Toit’s research and discussions established a need for co-operation and interaction between the executives and members of SALTA and the farmers, owners, winemakers and marketing directors of farms.
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Research among black wine consumers found a need for a wider range of wine than the current offering. It has also determined that wine is seen as a status product and that the black middle-class is increasingly migrating to wine and wine products.
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These ten wines in the current Saint Dant+¬ portfolio will be distributed to and marketed at SALTA’s members and their establishments. Marketing will take place at SALTA’s various congresses and branches as well as in establishments including, liquor stores, liquor spaza shops, taverns, licenced shebeens , Cheza, Yamas (braai shops) and lifestyle centres.
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The ten farms and cultivars that form part of Saint Dant+¬ are: Blaauwklippen, Boland Cellar in Paarl, Imbuko Wines, Longridge Wines, Raats Family Wines, Simonsig Wine Estate, Swartland Winery, Ten Chapters and Villiera Wines in Stellenbosch.
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The responsibilities of The Lads Wines in the joint venture will be the sourcing, marketing and distribution of quality wine products, distribution of wine products to outlets and to advise establishment owners on wine in general.
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The Lads Wines will also assist establishment owners in marketing wine, help in the training of owners, waiters and other staff, assist establishment owners who are interested in producing wine or want to obtain a stake in a wine brand.
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SALTA’s responsibilities will be to ensure that The Lads Wines is the official supplier of wine to SALTA and its members, to facilitate access to members, assist in marketing products to members, to assist in storage of wine, and to diligently promote, condone and market the wines to be supplied by The Lads Wines via the Saint Dant+¬ Joint Venture.
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END PR TALK
Well, if you look at that last paragraph you might see smoke rising in them thar far-off hills. The new sheriff might be looking at running the whole county, never mind the town.
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