WOSA change direction at ProWein

Neil Pendock March 6, 2012 4

WOSA, the embattled exporter’s association, seems to have taken recent criticism of its biodiversity marketing platform for SA wine from Johann Rupert and Michael Fridjhon to heart and come up with a new slogan “it’s not about making better wine, it’s about making wine better.”  Below is Christoph Merchiers, marketing manager for the leading retailer of SA wines in Belgium, Rouseu Wijnen & Likeuren, with a WOSA employee, modelling the new slogan at ProWein.

Christoph Merchiers, a leading Belgian importer of SA wine at ProWein

As a native English speaker, I must admit to finding the new slogan confusing, so I can only wonder how it must play in Dusseldorf and Dieprivier.  Is WOSA CEO Su Birch casting herself as Florence Nightingale, nursing a sick wine industry back to health?  Who comes up with these slogans?  Were producers consulted?  Is WOSA out of control?  Does anyone care?


  1. Mr Chow March 6, 2012 at 8:54 pm -

    A spoon full of sugar helps the medicine go down….

  2. Peter F May March 7, 2012 at 2:03 pm -

    I have seen that slogan before — I’m scratching my head to remember where….

    As you say – its a bit of a mouthful for an English speaker.

    And what does it imply to the consumer – you’re not focused on producing better wine but on improving your production method?

    Consumers don’t care about the production method – they want better wine.

  3. Charles March 7, 2012 at 3:35 pm -

    I do not have an answer, all I do know is that we have the best certification system in the world and with traceability on every bottle. So how we have to convey this in simple terms … a bit like the Woolmark … our certification is your guarantee that what you see on the label is what you get in the bottle … but in an ultra simple way that works for wine drinkers as well as wine thinkers. The former is that huge market segment that drink wine as part of their daily lifestlye but choose not to get bogged down in it.
    WYSIWYG in South African wines – integrity in every bottle

  4. Gabi Williams March 8, 2012 at 9:39 am -

    “it’s not about making better wine, it’s about making wine better.” – is this an April fools joke? a little bit early..

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