Smart Technology Helps Wine Tourism Grow in South Africa

Vinpro, together with the Cape Winelands District Municipality is funding a new wine tourism research pilot program to generate tourism intelligence and help South African wineries grow their Direct-to-Consumer business.

Launched in March of this year with sixteen wineries, this new pilot program is a continuation of one of Vinpro and the SA Wine Routes Forum (SAWRF)’s strategic objectives to conduct research focused on industry needs and knowledge gaps. Vinpro, and Vintelligence collaborated last year to release the SA Wine Tourism Visitor Research Report 2022 and this year the goal is smarter use of technology.

“We are extremely excited to have kicked off this amazing pilot program and we want cellars to get involved now,” says Marisah Nieuwoudt, wine tourism manager at Vinpro. “The new pilot program was launched together with Flow Networks, specialists in location analytics, proximity marketing and Guest Wi-Fi. This year we want to use the technology to our advantage to count our visitors and note where they come from, to understand the size and make-up of the total market. We want to help our wineries stay connected to wine tourists between visits, making consumer engagement in the DTC wine space possible.”

A tasting room is both the heart of the DTC sales strategy and the conversion zone for future online sales. The more data you can collect and record about customers, the better your can tailor offers and personalize communication. Flow Networks will work with the cellars involved on their marketing strategy to assist on cross-channel sales, manage their online reputation, build a loyalty and rewards program, or send offers via e-mail. Flow Networks is a reputable service provider, licensed to use Purple, and used by some of the largest brands in the world.

Presence Analytics is a software module that counts the number of mobile devices in range of a producer or cellar’s Wi-Fi router using a built-in location sensor. Visitors do not need to be connected to the farm’s Wi-Fi to be counted. It also measures the time spent in the venue and the frequency of visits.

Wi-Fi Analytics records visitors’ information that connect to a guest Wi-Fi service. A CRM record is created for each guest when they connect and is updated every time they return. This is done by linking up one or more of the farm’s existing Wi-Fi routers to the Purple Wi-Fi platform. Purple is installed on top of the existing Wi-Fi infrastructure, and setup takes less than an hour. The system can be managed via an online portal accessible to wineries. Purple instantly starts building a database via its user-friendly, custom-branded Wi-Fi landing pages once the winery goes live.

“As a region, we believe that wine tourism is not only about enjoying exquisite wines and breath-taking landscapes but also about harnessing the power of data and intelligence to support the growth of wineries and enhance our visitors’ experiences,” says Melody Botha, CEO Breedekloof Wine Valley. “That’s why we are proud to take part in the wine tourism research pilot program. By participating in this program, we aim to unlock valuable insights that can inform strategic decision-making for our wineries, enabling them to optimize their DTC business operations, improve customer engagement, and create memorable experiences for visitors. We recognize the potential of data-driven approaches to drive innovation and foster sustainable growth in the wine tourism industry.”

“We see this pilot program as an opportunity to pool our collective knowledge and expertise, so we can elevate our wine tourism offerings and position our region as a premier wine destination. We envision a future where wineries in our region can thrive in the DTC market, and where visitors can have truly exceptional wine tourism experiences,” Botha concluded.

“The tourism sector is one of the largest economic contributors in the Cape Winelands District. Between our mandated function of generating opportunities through local economic development and our role as Regional Tourism Office, this exciting and technologically advanced project ticks all the right boxes for the Cape Winelands District Municipality,” says Dr Elna von Schlicht, executive mayor of the Cape Winelands District Municipality.

 

South African viticulturists predict a smaller 2023 harvest

South African viticulturists and producers are predicting a smaller 2023 wine grape crop following a “healthy, yet dry season.”

This is the second consecutive year the grape crop is expected to be lower than the previous year, after 2022’s challenging harvest due to the uprooting of vineyards causing a decline in the overall vineyard area.

“At this very early stage the net decrease in the estimate is mainly attributed to all our growing regions that have experienced a drier season, except for the Northern Cape which has had its own difficult environmental conditions during and after the harvest,” said Conrad Schutte, manager of Vinpro’s team of viticulturists who issue the crop estimates with the industry body SAWIS.

“Poor flowering and set in various areas, together with the uprooting of vineyards, also contributed to the decrease in our estimate for the 2023 harvest.”

In the Northern Cape, where unseasonably wet and rainy conditions are said to have characterized the season, vines budded on a minimal reserve status and from the beginning, fewer bunches were formed. Foliage also grew poorly and even stopped temporarily in some instances.

In the rest of the regions, flowering conditions were reportedly good to outstanding. Few diseases and pests occurred, but the general average rainfall was lower in most regions compared to the previous year, which will impact berry sizes, especially in the dryland regions, thus influencing the total grape production.

“The season looks promising, but a lot could change leading up to the harvest,” Schutte added.

The next crop estimate by viticulturists and producer cellars will be released in the third week of January 2023.

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Wines of South Africa (WoSA)  launches ‘Spectacular South Africa’ Campaign

Wines of South Africa (WoSA) just announced they are launching monthly social media campaigns and an online campaign to promote “Spectacular South Africa” wines.

Building towards a virtual tasting of South African wines on Friday 22 May, the campaigns will run across all export markets, encouraging producers and their importers to become involved and support the hard-hit industry.

“In each market we will be encouraging importers, retailers and trade and to come together and get involved in the campaign and supporting the South African category, firstly on May 22, by hosting a tasting, opening a bottle of wine and sharing it on any of their social media channels, video and photos,” says WoSA’s UK market manager, Jo Wehring.

WoSA is keen to build upon the outpouring of support for the country’s producers at a time when lockdown has also been accompanied by a ban on alcohol consumption across the nation, plus a (now lifted) ban on exports of wine.

Dates and themes for the campaigns:

May 22 – Spectacular South Africa (all SA wines)

June 20 – Drink Chenin

July 24 – rosé

August 28 – sustainability (IPW seal, WWF Champion)

September 25 – MCC

October 10 – Pinotage

The social hastags include:

#SpectacularSouthAfrica #SupportSouthAfrica  #DrinkSouthAfrican #southafricanwine #tastingtogether #lockdownwine