Welcome to another World

If Vinfruco’s next 10 years are as successful as the last, its Arniston Bay brand will undoubtedly be on everyone’s lips

SOUTH AFRICA is the country currently putting the Oh boy into buoyant. Not only is it the fastest growing tourist destination the world over, attracting 6.4 million visitors during 2002, but it is comfortably the top performing wine producing nation in the crucial, trend-setting UK market.

The youthful dynamism, sheer hope and infectious enthusiasm associated with this nation is truly catching the eye of the world.  These features are reflected in the sales of South African wine in the UK.

Last year, volumes rose by over 17% providing a 9.5% market share.  In the process, South Africa eclipsed Germany and consolidated substantial gains over both Spain and the US, establishing this country as the fourth most important wine exporter.

Significantly, in a discount orientated market, value is increasing at a more or less similar rate.  It will come as no surprise that brands are leading the way, and Vinfruco’s portfolio has proved to be a substantial factor in this process.

No fewer than 11 million cases of South African wines were exported during 2002, a noteworthy increase of 30%.  Against this background Vinfruco’s leading brand, Arniston Bay, has been impressive, with exponential growth. 

It is now firmly consolidated within the UK’s top 20 leading brands. MAT figures to Jan/Feb 03 showed increases of over 50% in both volume and value, with the latter crucially outstripping the former.  It is not only in the UK that Vinfruco excels, however, as key markets have also been established in Belgium, Germany, the Netherlands and Scandinavia.

There has also been considerable growth domestically.  This marketing effort is being spread further afield, encompassing the Far East and United States.  Such heart-warming news coincides with Vinfruco’s tenth anniversary.  The company’s evolution is intertwined with South Africa’s road to freedom.

Our progress is hugely symbolic of the hope and expectation as apartheid was swept away by the democratic movement.  This exciting new era provided the backbone for Vinfruco’s founding philosophy as explained by Louis Kriel, executive chairman and co-founder. Our philosophy is combining the classic traditions of old world wine making with the technology and innovations of new world thinking.

Wine is a living link with the past through its vintage and a link with the future as it evolves to reflect the changing taste of the world.  Vinfruco is committed to its roots.  This is best evidenced by its headquarters at Oude Molen, a 17th century mill nestled in the wooded slopes of Pappagaaiberg (Parrot Mountain), at the heart of South Africa’s premier viticultural district, Stellenbosch.

Partnerships are Vinfruco’s pledge to the new.  This reliance on alliance has proved the bedrock of the company’s success during its pioneering decade. It has moved the company beyond the status of merely being a producer and exporter, by permeating it with flexibility, resourcefulness and, crucially, expertise and solid know-how.

One of Vinfruco’s co-founders, Neil Ellis – regarded as one of South Africa’s finest winemakers – is one such partner.  He has worked with director of production, Nicky Versfeld to develop the premium sector range, Inglewood – a fruit-driven range with exceptional concentration.

Another is Thandi: a shining example of the new South Africa.  "Thandi", Xhosa for nurture, love and care, was the word chosen for a project to address the needs of the formerly disadvantaged local farm working community in Elgin valley, by involving the workforce in the decision making process, with the benefits shared throughout the community. Winemaker, Patrick Kraukamp, has been involved in the Thandi project since its inception.

Other partners include, Koopmanskloof, Mooiplaas, Overgaauw, Perdeberg and Vriessenhof, bringing together some of South Africa’s finest winemaking talents under the Vinfruco umbrella to mutually beneficial ends.

It is this commitment to partnership that allows Vinfruco to outperform in the quality/price ratio.  In today’s exacting market conditions, however, providing contents superior to the competition is simply not enough.  The packaging and marketing has to exceed expectations, too.

Flagship brand, Arniston Bay’s billboard advertising campaign is such a case in point. The approach is entirely simple – featuring a bottle lying on a sandy beach – yet effective and visually arresting, creating the image of being transported to another world. This method perfectly encapsulates Arniston Bay’s proposition to the modern consumer: here is a wine that is unpretentious, yet not unsophisticated.

There will be more of the same to come as Vinfruco are committed to an intensive and extensive advertising and PR campaign to take its products on to new levels and territories. This demonstrates a forward thinking, long-term commitment to the exciting opportunities that the market will undoubtedly have to offer in the years ahead.

Vinfruco’s first decade has been infused with hard work, enthusiasm, enterprise and expertise along with a helpful smattering of curiosity that has enabled the necessary innovation to succeed in today’s demanding, fast moving environment.

The next 10 years excites Vinfruco still more, providing the opportunity to strengthen the roots sown by our guiding principle of working hand-in-hand, in partnership with local growers and producers to untap the very best that South Africa has to offer.