Wine sales soar after Old Mutual Wine show

Sales figures released by Makro show that the number of medal winners sold after the outcome of the show nearly doubled from the 2015 figure of 6 200 to this year’s 11 381.

The monetary value of these sales more than doubled from R480 000 in 2015 to just overR1 million in 2016.

Michael Fridjhon (Chairman of the Old Mutual Trophy Wine Show)

Michael Fridjhon

“The spread of sales by medal type has been very interesting,” said Michael Fridjhon, chairman of the Old Mutual Trophy Wine Show. “Contrary to the popularly held belief that only trophy and gold medal wines boost sales, Makro reports that this year there was also a substantial focus on the silver medalists.”

According to Makro, 14 trophy winners, eight gold medal winners and 67 silver medal winners were among the 11 381 wines it sold in the four weeks after the show results were announced in June.

“These are great figures because they show that wine lovers are taking note of the results and buying on the basis of the judges’ choices,” said Old Mutual Head of Brand Karen Thomas.

“Old Mutual is delighted to be associated with an event that rewards winemakers’ diligence and excellence. These are qualities that we also value in our business.”

The Old Mutual Trophy Wine Show is South Africa’s premier wine competition, recognising the top local wines and winemakers, and honouring excellence in the wine industry.

“Old Mutual is proud of its 15 year affiliation with the Trophy Wine Show,”said Thomas.”The sponsorship is a natural fit for us. Like investments, wines take time to cultivate and develop. What’s more, investing for the long term, like making world-class wine, requires specialist care and expertise. We are excited to play an important role in discovering talent and highlighting it both locally and on the international stage and we enjoy building relationships with wine lovers all over South Africa.

“Skills development is an important element of all our sponsorships and we are pleased to also support the development of world-class wine judges through the Wine Judging Academy, run with the University of Cape Town’s Graduate School of Business.”

The judging panel has been chaired by leading wine authority Fridjhon since the show’s inception in 2002. The panel comprises three international judges and six local judges with a broad range of expertise.

“The Old Mutual Trophy Wine Show creates a critical environment in which producers can get genuine and impartial feedback on their wines, and gauge the response of their potential international markets through the international judges on the panels,” said Fridjhon.

Old Mutual

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