The South African Wine Association launches a WeChat campaign in China

To celebrate the significant increase in South African wine exports to China, the South African Wine Association has launched a campaign on its WeChat public platform, where winners will receive two free trips to South Africa.

Shanghai, April 20, 2015 /PRNewswire/ -- Siobhan Thompson, CEO of the South African Wine Association, hosted a wine and food pairing event in Shanghai, inviting media and industry leaders. The association also launched a campaign on its official WeChat platform, selecting one lucky Chinese participant to win two trips to South Africa to experience its leading winemaking craftsmanship and world-class wineries.

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South African wines are growing increasingly popular in the Chinese market, with export volumes rising 63% compared to 2014, winning the favor of young urban consumers. CEO Siobhan Thompson said: "There has been a notable surge in interest in South African wine varieties, especially among consumers in China who are becoming more adventurous and eager to explore new wines. We summarize the characteristics of South African wines as: internationally recognized excellence by wine experts, a long history (over 350 years of winemaking tradition), rich variety, and exceptional value for money."

The South African Wine Association will place greater emphasis on educating consumers about wine, hence establishing a representative office in Hong Kong. They look forward to seeing another record year for South African wine sales in China in 2015. Michaela Stander, the association’s Asia market expert, opened a branch of the South African Wine Association in Hong Kong earlier this year, marking WOSA’s third international office after London and New York. Michaela stated that setting up offices in regional markets allows better capture of opportunities across the Asian continent. "We can now support the growing trade of South African wine companies in Asia through wine education, the internet, and participation in local trade and consumer exhibitions. China plays a crucial role in this strategy."

The South African Wine Association is also highly anticipating its WeChat campaign. Running from April to the end of May, participation is simple: just follow the official WeChat account of the South African Wine Association (WOSAChina) and send in a photo of a recently purchased South African wine along with a personal tasting note or comment.

The South African Wine Association will select winners to receive a five-night, eight-day trip for two to South Africa. Enjoy the oldest New World wines at some of the country’s finest wineries. The prize includes round-trip economy class airfare for two from Beijing to South Africa, luxurious accommodation, and dining at top-tier restaurants.(Including accommodation at the luxury hotel Cellars Hohenort, located at South Africa’s oldest winery, and dining at its top-five ranked restaurant, the Greenhouse Restaurant).

This South African Wine Association campaign features pairings of Cantonese cuisine with South African wines, demonstrating how the diversity of South African wines can complement a wide range of dishes. Over the past 12 months, the association has hosted multiple similar events, including wine pairings with Sichuan cuisine,Shanghai cuisine,Northeastern Chinese cuisine,Western cuisine, and delicious seafood.