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WOSA launches new sustainability communication campaign at ProWein
Wines of South Africa (WOSA) will be building on its sustainability seal, launched last year, with a new sustainability communication campaign targeting consumers. Featuring a video in English and German, a phone app, a new website and brochures, it will debut at ProWein, the international wine trade show in Germany 27-29 March 2011. The campaign will outline what sustainability entails and will show how simple and quick it is to track any wine bearing the seal throughout its production process.
Artists' impression of the Green Zone
"We want consumers to know that by entering the individual number on every sustainability seal, they can find out what vineyard and cellar practices have been followed in making that wine," explains WOSA CEO Su Birch.
Every seal carries a unique number and is backed by a highly sophisticated tracking system to ensure the contents of the wine bottle to which it is applied can be traced back to source at every stage of the supply chain from growers to suppliers, producers, distributors, exporters and retailers were identifiable in the tracking system.
The seal is still the only one of its kind worldwide and has the backing not only of most South African exporters of bottled wines but also the international wine trade. As a result, South African producers have a strong competitive advantage as more and more shoppers throughout the world demand to know more about what they are consuming.
"Despite the extensive administrative commitment required by producers to provide proof of their eco-sustainable production at every link in the supply chain from vineyard to bottle, we have had substantial involvement from South African winemakers. Just a few months after its launch, we had 70% of wine certified in accordance with the Wine of Origin scheme meeting the necessary requirements to carry the sustainability seal. By the end of the year, this had climbed to 83%. This makes us confident that this year more than 85% of certified bottled wine will display the seal and that by the end of 2012, virtually all if not all certified wine will be able to do so," Birch adds.
Green Zone makes its mark
The consumer campaign will be unveiled in a special Green Zone on the South African pavilion at this year's ProWein show in Düsseldorf that is expected to draw over 30 000 members of the wine fraternity from all parts of the world from March 27 to 29.
"Our new campaign shows how effortless it is for consumers to activate the number that appears on every seal to trace a wine to its source. The fun and entertaining tools we are using, explain some of the eco-sustainable steps, highlighting issues such as management of scarce resources like water, integrated pest managements and so on," adds Birch.
The Green Zone will include vertical gardens, a grass lawn and a comfortable lounge area where delegates can sample wines bearing the seal.
To view the sustainability video, go to http://www.youtube.com/watch?v=IYaG_9OZgkM
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