For the second year in a row, Related helped the South African Embassy in Denmark and Wesgro facilitate a trade mission in Denmark for a group of South African wine delegates in September 2024. Related arranged press activities as well as b2b meetings with importers and buyers and relevant local site visits.
The goal of the trade mission was to strengthen the position of South African wines on the Danish wine market, and more specifically facilitate business contacts between Danish buyers and the South African winemakers. This mission built upon last year’s activities and was an important further step on the way to strengthening the wine brands’ presence in Denmark.
B2B meetings in Aarhus and Jutland
Over the course of five days in September 2024, we succeeded in providing valuable business connections to the wine brands in both Aarhus and Copenhagen. The delegates were introduced to a wide range of Danish importers, restaurateurs, and sommeliers in b2b meetings which both included seminar-style presentations and free-flow tastings. The South African Ambassador was also present throughout the entire mission and was instrumental in ensuring business connections were made.
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Eight brands now sold in Denmark
As a direct result of last year’s mission, eight of the participating wine brands had succeeded in signing with Danish importers, and several of their wines are now sold in Denmark.
This fact meant that we were able to arrange and host a press and influencer event, where the brands available to Danish consumers were presented in a food & wine pairing. 12 key wine journalists and food media participated and experienced the South African storytelling skills first hand – and of course also tasted the delicious wines. Prior to the event, Related sent out a press release announcing the mission and after the event we helped secure further media coverage by coordinating wine sampling.
Site visits at Danish stores
In tandem with the b2b meetings, we orchestrated site visits for the delegates in both cities, in order for them to get a better understanding of what Danish wine stores, restaurants, and importers prioritize when purchasing new wines – and to spot which other wines are to be found on Danish shelves. The site visits at among others Kjær Sommerfeldt and H.J. Hansen also gave the delegates a unique opportunity to present their stories and wines directly to key importers.
Photo credits: Einar Siggi Bjarnason
