Wines of South Africa (WOSA) is het nieuwe jaar optimistisch ingegaan. En daar zijn goede redenen voor. CEO Sue Birch meldt dat er 10 miljoen liter meer wijn is uitgevoerd dan de recordhoeveelheid van 407 miljoen die in 2008 werd bereikt. Naar volume groeide die export in een jaar tijd met 17 %. Een gunstiger wisselkoers en een wereld-wijntekort, veroorzaakt door slechte oogsten in en buiten Europa, werkten de positiever betering in de hand. Het WOSA-persbericht in essentie:
“SA WINE INDUSTRY OPTIMISTIC
Following a few very tough years, the South African wine industry is being buoyed by a new sense of optimism on the back of record export levels, the likelihood of one of the best harvests this year, the penetration of new markets and growing praise from some of the wine world's most influential opinion formers.
Su Birch, CEO of Wines of South Africa (WOSA), confirmed that exports for 2012 had reached 417 million litres, 10 million litres more than the previous record of 407 million litres achieved in 2008 and a 17% increase on volumes in 2011. "The record levels are the result of a more favourable currency, as well as the global shortage of wines, stemming from a significant drop in the recent harvests of competitor wine-producing nations in Europe, Latin America, Australia and New Zealand.
"At this stage, all indications are that this year's local crop could be the third biggest in recorded history. This is assuming that good weather conditions continue, there is a speedy and peaceful resolution to the farmworker strikes and harvests come in on time. The anticipated crop size is despite a decrease in total plantings, thanks to one of the best winter seasons in the Western Cape for many years."
SA Wine Industry & Information Systems (SAWIS) has anticipated that the 2013 wine grape crop should amount to 1 384 357 tons.
Birch said that while bulk (i.e. non-packaged) exports accounted for 59% of volumes in 2012, this was in line with a growing global trend. She explained that over the past decade, bulk wine exports from the major New World wine-producing countries had risen from around 20% to over half of wine volumes traded, against the background of protracted recessionary market conditions.
"The reality we face also confronts Australia, Chile, Argentina and even New Zealand."
She said while packaged wines generally offered higher returns, local producers had been forced to accept that to compete globally, they had to provide what the mainstream markets wanted. "Obviously we would prefer the accent to be on packaged wines, from a reputational perspective for Brand South Africa, in terms of job retention in the packaging industry and also to maintain sustainable profit margins for producers. We are therefore greatly encouraged by the recent growth of packaged exports to North America, Japan, China, as well as several increasingly affluent African nations, all to regions where we have been increasing our marketing investment."