JOHANNESBURG. Sweden has become South Africa’s second largest market for packaged wine, according to Su Birch, Chief Executive Officer (CEO) of Wines of South Africa (WOSA), commenting on the latest industry data. In 2007, South Africa sold almost 26 million liters of packaged wine (which includes bottled and boxed wine) to the Swedes, with 20 million liters sold as bag-in-a-box wines.
“We have seen a strong growth into Sweden,” says Birch. “Sales to Sweden are up 12 percent,” reciting data sales from industry body South African Wine Information and Systems (SAWIS). Packaged wine sales are also up to other Nordic countries: 17 percent to Denmark; 13 percent to Finland; and 2 percent to Norway, she adds.
South Africa’s largest market for packaged wine is the UK, which bought 65 million liters during 2007. In total, South Africa exported almost 310 million liters of wine in 2007, with 199 million liters being packaged (bottled or boxed.)
Normally packaging wine in boxes can be the death of a label “ but apparently not if you are selling wine to the Swedes. They are all for it, explains Birch. “The Swedes see it as a practical solution,” she says. “It doesn’t roll around in the boat.”
Dalene Steyn, WOSA marketing manager for Europe, adds that the Swedes choose the box wines because of a high level of education. “My experience is that the Swedish consumers ¦ are very aware about what is happening in the world,” she says. Therefore, they see as a plus “the fact that bag-in-a-box packaging doesn’t damage the environment.”
In addition: “the Swedish consumer is highly educated in wine, and therefore the quality of bag-in-a-box wines in Sweden is better,” she says.
In general, there are several reasons why South African wine sales are going well in Sweden, Birch explains: “I think they like our style of wine,” she says. “The fruit-forwardness of new world wine ¦ and the elegance of old world wine.”
Judging by the liters of South African wines shipped, Swedes like red wine more than white, and among their favorite varieties are: Shiraz, Cabernet Sauvignon, Chardonnay and Chenin Blanc.
In addition to advertising WOSA has done in Sweden, the South African wine success there also builds on the already strongly established link between the two countries, Birch says. “There is a long history between Sweden and South Africa since the struggle.”
At Systembolaget, the government-owned monopoly where Swedes buy their liquor, more than 15 percent of the wine sold is South African. In 2007, with figures including January through November, 15.9 percent of the wine was South African, following closely behind the other favorite – Australian wine “ which made up 16.8 percent of the wine sales.
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South Africa continues to grow steadily in the Swedish market. The country has a much larger market share in Sweden than probably anywhere else. This is due to a very favourable perception among Swedes for South African wine – Swedes are perceptable to the combination of high quality New World wines at agreeable prices. Ultimatly the price is important in the very highly competitive Swedish market – a market that, thanks to the Government wine monopoly, is very spoilt for choice. The Systembolaget wine supermarkets have the widest selection of wines in th retail world.
Systembolaget, which is is the largest buyer in the world, purchases South African wines from the following importers:
Amka Vinimport AB – Klein Constantia, Plasir de Merle
Arvid Nordquist H.A.B – KWV, Rust en Vrede
Bibendum AB – Distell/Nederburg
Bornicon & Salming AB – Long Neck Wines
Carovin – Delheim, Kaapzicht
Domaine Wines – Spier
Enosvezia AB – Pulpit rock
Fondberg & Co – DGB, Fairview
Galatea Spirits – Simonsig Estate
Giertz Vinimport AB – Bon Cap, Bon Curage, Origin Wine
Granqvist Vinagentur
Hjo Grosshandel – Wininmark (Boekenhoutskloof, Robertson Winery) Hamilton Russell, Twee Jonge Gezellen Estate, Rustenberg
Jakobson & Söderström vinhandel – Stony Brooke, Zandvliet, Cederberg
Janake winegroup – Cape Legends, Annandale, Rietvallei, Dalla Cia
Johan Lidby Vinhandel – The Winery, Springfield
JPC Wines – Avondale, Morgenhof, De Tooren, Bouchard Finlayson
Kvalitetsviner i Sverige – Cape Point Vineyards, Arendsig, Wolvendrift, High Constantia
LWM Wine Import AB – Weltevrede
Maxxium Sweden Fine Wine & Spirits – Golden Kaan, Leuwenkop
Miguel Torres Sweden – Hartenberg
Pernod Ricard Sweden
Philipsson & Söderberg AB – Zonnebloem, Sunny Ridge
Premium Wines Sweden – Meerlust, Pongracz, Two Oceans (Distell) ,Durbanville Hills, Fleur du Cap
Prime Wine Sweden AB – Graham Beck, Luddite, Migliarina, Rijk´s, South Atlantic
SA Wine Import – Avontuur Eatste, Cederberg cellars, Du Toitskloof, Graceland, Kloovenburg, Pinecrest, Riebeek cellars, Saronsberg, Viljoensdrift Wines
Sharabu AB – Asara, Avontuur, Bellevue, Cirtusdal cellar, De Krans, Joostenberg, Lammershoek, Lemberg, Nitida, Oubenheim, Quando, Rudera, Stark Condé, Upland, Whalehaven
Sigva – Steenberg, The Foundry, Isabelo, Blauwklippen, Veenwouden
Solutions AB – Delaire
Spendrups Vin AB – Glen Carlou, Hagelsberg
Stellan Kramer AB – La Motte
Svenska Vinkompaniet
Tegnér Hermansson AB – Darling cellars, Lyngrove
Tore Smith & Son – Zevenwacht
Ward Wines AB – Paul Cluver
Vin Syd/Mikro Syd – Newton Johnson/Cape Bay, Glen Wood
V & S Group – Arniston Bay, Kumkani, Ingelwood, La Chasse, Neil Ellis
Vinalliansen – Diemersfontein, Post House
Villa Africa Vinhuset AB – Mischa Estate, Hildebrant, Doolhof Estate
Winepartners – Groot Constantia, Morgenster estate.Mc Gregor Winery, Overhex Private Cellars
Wineworld AB – Flagstone, Warwick, Jordan, Saxenburg, Vilafonté, Waterford
The Wine Agency
Vinia
Vinobele AB – Eben Sadie, Scali, Raats Family, Sequillo Cellars
Vinunic AB – Kanu Wines, Kleine Zalze, Mulderbosch Vineyards, Vergelegen
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