Cape Legends to sell South African wines into China

Stellenbosch-based Cape Legends has entered into a long-term agreement to sell its wines into China. It expects sales volumes to increase “substantially” as a result, according to the business manager for the portfolio of specialty wines, Isobel Armstrong.

 

 

The successful negotiation comes in the wake of the growing appetite among Chinese consumers for South African wines with the country increasing the volumes of bottled wine sold in the People’s Republic by 60% for the 12 months to March this year, compared with the previous 12 months, according to SA Wine Industry & Information Systems (SAWIS).

 

Cape Legends is represented by Guangzhou South Africa Valley.  The deal involves 14 products across five brands - Alto, Jacobsdal, Neethlingshof, Plaisir de Merle and Stellenzicht. With one exception, all the wines in the line-up are red, given the positive associations that the colour holds in China and the current demand for mostly red wine. The single white is an off-dry and very fragrant Gewürztraminer, universally recognised as being a compatible partner with Chinese foods.  It is made by Stellenbosch estate, Neethlingshof.

 

Guangzhou South Africa Valley, which has been representing a select range of high-profile Cape wineries for several years, has been steadily building visibility for the category by participating in trade shows and exhibitions in cities with high levels of disposable income, such as Guangzhou (Canton), the capital of Guangdong Province; Chengdu, the capital of Sichuan Province, and Changsha, the capital of Hunan.