W Cape wine producer scores export contract to China

Thandi Wines managing director, Vernon Henn, and African Premium Brand Asia CEO, Richard Ho, at the signing of the contract.

Western Cape producer Thandi Wines last week secured a one-year contract with a Chinese distributor to export its range of premium wines to China during the SIAL China International Trade Fair for Food last week.

The value of the export contract is over R700 000 according to Thandi Wines managing director, Vernon Henn.

“We will commence the contract with a shipment of two containers holding more than 26 000 bottles,” he said. “We will follow that up with another two containers [and] thereafter the contract will be renewed on an annual basis.”

Henn pointed out that their participation in the trade fair was part of a diversification strategy. “We were beginning to experience saturation in Europe – our main export destination, accounting for over 85% of sales – along with a stagnation in growth.

“This compelled us to repackage our marketing strategy and explore other markets, in this instance the Asian market,” he said.

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