WESGRO to boost Ghana-SA Wine Trade

Fine wines from South Africa will be on display this week in Ghana. WESGRO, the official Tourism, Trade & Investment promotion agency for Cape Town and the Western Cape in South Africa is assembling some of SA’s best wine brands in separate wine pairing and exhibition programs aimed at boosting wine trade between Ghana and South Africa.

Ghana’s hospitality industry is interfacing with the South African wine industry as seven South African wine companies; Libby’s Pride Wines Cc, M’hudi Family Trust, Aslina Wines, Siwela Wines (Pty) Ltd, Ses’Fikile wines (Pty) Ltd, Thokozani Wines and Koni Wines put their class of wines on show this weekend.

Wine Tasting & Pairing Event

Exhibitors with Wesgro International Trade Manager for Africa (4th from right) and CEO of KobaltBlue (1st right)

On Thursday September 19, 2019, key players in the hospitality industry had the unique opportunity of tasting the class of wines from the exhibitors. WESGRO and its partner agency in Ghana, KobaltBlue Events Limited– the lifestyle agency, hosted an exclusive food & wine dinner for trade, media and VIP guests, where the wines were paired with a fusion menu of Ghanaian, African and continental dishes. This was held at the Chapter 1 Restaurant-the signature fine dining restaurant run by innovative and dynamic Chef Ruby and supported by Barrels Wine Club– the premier wine tasting club in Ghana at the 5-star, award winning luxury boutique hotel,Villa Monticello. Guests comprised of portfolio managers working in the food and beverage/hospitality industry, importers, wine boutiques, wine connoisseurs andenthusiasts, lifestyle and culinary journalists.

WESGRO, International Trade Manager for Africa, Tatiana dos Santos stressed on the objectives for this exclusive event;

“The objective of this event is to increase awareness of premium brands in the market and create a platform for new exhibitors to meet traders from upmarket hospitality.

Another key objective is to grow South Africa’s market share and create an appreciation for South African wines. It is also important for people to have better knowledge of SA wines and understand how to consume these wines correctly; the promotion is key in spreading this message.

We are hoping to have Ghanaian supermarkets purchase and stock more South African wines and to see more Ghanaians drinking South African wines responsibly.”

Brands on exhibition

The South African wine brands on show

On Saturday, September 21 and Sunday, September 22, 2019, at the 6^thAccraPremium Food Festival – the Finest Food, Drink, Hospitality and Lifestyle celebration for the family in Ghana at the Accra Polo Club, the wines will be on exhibition.

For this mission, WESGRO funded five Black Economic Empowerment (BEE) wine producers to explore the Ghanaian wine market and link them to potential partners or distributors.

The funded companies all have an interesting product portfolio and a tradition to offer the market;

Libby’s Pride Wines

From Tea Lady to Wine Lady, Elizabeth started in the wine industry 19 years ago. At the time she carried no knowledge of wine and had to go study about it, but after a prelim course she got a new mind-set of how to enjoy and appreciate wine. Her vision is to provide good quality wines and have a consistent supply. Her values include passion and determination. Her nickname and her star sign which is Leo; carry Libby’s pride, and that symbol is of Strength and Pride…

Aslina

Hailing from KwaZulu Natal, Ntsiki Biyela, embarked on a life changing journey to the Cape Winelands. It was here where she discovered her passion and talent for creating captivating wines. Out of her dream, comes a brand that pays tribute to her greatest inspiration; her beloved grandmother, Aslina.

M’hudi Wines

M’hudi wines is the first fully black-owned wine farm in South Africa and is led by an African woman. They are 15 years in the wine industry and make good quality wines. They have two brands, a premium brand meant for food and a medium range brand which is easy drinking and accessible. We would like to have partners in Ghana that can work with and develop our businesses to a higher level.

Ses’ fikile Wines

Ses’fikile means we have arrived, a brand the wine market has been waiting for – We are unfashionably palatable! Award winning wines that trumpet the African Renaissance.

Siwela Wines

Siwela Wines is a producer of great quality wines and was established in the Western Cape. We are excited about the opportunity to present our premium range of wines to wine enthusiasts in Ghana. We are a proudly African brand and aim to encourage wine enthusiasts to embrace our beautiful African culture, heritage and originality through each sip of Siwela wines. Our wines are crafted out of passion just for you.

Ghana as a wine trading destination

Ghana is an important export market and offers expanding market opportunities due to its liberal import policies. Ghana’s wine market continues to show some growth due to the increase of high-income middle-class earners, the expatriate community and tourists. In addition, wine is generally perceived to be a healthier alcoholic beverage as a result, people are gradually shifting from consuming of beer to wine.

Grape-based (red and white) wines lead the market, accounting for more than 70% of the wine market. Wine exports to Ghana is growing due to increased social trends which include people choosing to live healthier lives. Wine is considered to be a healthier option in compassion to other alcoholic beverages such as, beer, spirits etc.

The relatively free-market environment, stable political climate and remarkable record of economic growth are expected to extend the increased growth in sales in the near future. The entry of new traders and new wine brands in the market will result in increased competition, decreased prices, more aggressive marketing and increased sales.

Ghana’s wine knowledge base continues to grow and promotion of Wine South Africa in this market will advance the perception of South Africa as a premium wine-producing region and grow SA’s market share. South African wine exports into Ghana has potential to grow which will also channel activations to this market.