Importers toast the future of South African wines

Alberto Fernandez, managing partner of Torres China [Photo/China Daily]

Hein Koegelenberg, CEO of La Motte and Leopard's Leap Wines in South Africa, told US news website GlobalPost recently that he believes the country's wines have a better chance of succeeding in China than many others because of the varieties available, which can be matched with all kinds of Chinese food and culture.

Industry experts say they are especially favorable to wines made from the Chenin blanc, a grape originally from the Loire valley of France which is also widely grown in South Africa. It is viewed as ideal for a growing number of white wine drinkers in the coastal cities of southern and eastern China, such as Guangzhou, Xiamen and Shanghai, where seafood is popular.

Also Pinotage, a red wine grape which is a cross between Pinot noir and Cinsaut, can match richer dishes in China's northern provinces, because it can produce complex and fruity aromas at the same time.

"Most of the South African wines are food-friendly, although most Chinese consumers are yet to define their characteristics of taste," said Alberto Fernandez, managing partner of Torres China, one of the country's largest wine importers and distributors.

"But the packaging of wines sold in China helps a lot, because they are mostly simple and easy to remember."

The Spanish-based wine company imports just one brand from South Africa, Kleine Zalze red wine, but Fernandez said he plans to add more as the market matures and curiosity grows among the country's increasingly sophisticated consumers.

Jim Boyce, Grape Wall of China founder, holds an annual survey on his website, and the evidence from that is pretty conclusive, that there is a rising tide of interest in South African wines.

A dozen Chinese customers sampled 40 wines priced below 100 yuan ($16) and ranked them on different aspects.

In each of the four years the survey has been held, South African wines have been in the top three slots.

"This is a small sample and the wine is inexpensive, but it is still a good sign for South African products," Boyce added.

And South Africa has another big selling point.

As part of the BRICS club of emerging economies (that include Brazil, Russia, India, China and South Africa), it is pushing for better trade agreements which will involve fewer taxes and lower prices on wine exports to China.

However, Li Deimei, a wine maker and professor at the Beijing University of Agriculture, said South African exporters to China - as small fish in a big pond - must move quickly to promote and market their products, as the country's appetite for wine continues to grow.

"I don't think South African wines are doing enough right now, and there should be more joint efforts involving the government, he added.

Since early 2000, the national wine associations of France, Italy and many other countries have set up offices in China. They have been involved in aggressive marketing campaigns and media initiatives to help consumers get to know their products better.

But experts suggest that South African wine makers still lack the official industry support they need to make serious inroads into China.

"South African wines do certainly have some great advantages over their competitors - the country has a 300-year-old wine-making history, a good climate and so on," said Li.

"But in today's market, to win over Chinese consumers is not just about who has the most products, it's about who can do the best job of promoting themselves."

Contact the writers at lvchang@chinadaily.com.cn