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.
Secondly, we facilitated valuable business connections between the South African winemakers and relevant Danish stakeholders in the wine industry. Over the course of two events – one in Aarhus and one in Copenhagen – the delegates were introduced to a wide range of Danish importers, restaurateurs, and sommeliers. The event guests got to taste the beautiful grapes from the rich Western Cape soil and hear about the climatic and geological conditions that makes all the wines extremely different – even if they come from the same area. They also got valuable insights into the exciting development that has taken place in the wine industry, and last, but not least – they had one-to-one talks with the wine producers. The South African Ambassador was also present throughout the entire mission and was instrumental in securing that business connections were made.
Additionally, we invited relevant media and influencers to attend the events and encouraged interview opportunities.
As a third activity, we orchestrated a series of 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 visits also gave the delegates a unique opportunity to present their stories and wines directly to key importers.
The delegation showcased a high percentage of black as well as female-owned wineries, reflecting the incredible transformative journey the industry has undergone over the past three decades – from exclusive and dominated by white males to diverse and more inclusive.
Several of the wine makers thus had compelling and unique stories to tell that was interesting not only to Danish importers, but also to the press.
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.
