In December 2023, Related helped Wesgro, the official tourism, trade, and investment promotion agency for the Western Cape, facilitate a trade mission in Denmark for fifteen South African wine delegates.
South African wine only accounted for 8% of Danish wine imports by volume in 2022, and the wines from the Western Cape had not been promoted very much in the Nordics. Therefore, the goal of the trade mission was to increase that number in 2024 and beyond, as well as see a rise in the amount of bottles from the region on shelves in Danish wine stores and supermarkets. The mission was initiated by Wesgro, the official tourism, trade, and investment promotion agency for the Western Cape.
Since Denmark was an entirely new market to the delegates, we kickstarted the mission by educating the South African visitors about Danish ways, rules, and trends. This was accomplished by inviting representatives from the Danish Wine and Spirit Organization and the Danish Chamber of Commerce to give speeches and present current data to the delegates.
Apart from equipping the South African wine delegates with a much better understanding of the Danish market they are entering, the sales mission resulted in an array of face-to-face encounters with important Danish stakeholders, paving the way for new business acquaintances and more delicious South African wines on the shelves in Denmark.
Read the full case here: https://www.related.dk/case/south-african-wine-mission-in-denmark/
