"LISTEN TO YOUR CUSTOMERS"
US BRAND EXPERT ADVISES STUDENT WINEMAKERS
May 2010

South African winemakers should learn from regions that have made the grave mistake of failing to consider the changing tastes and needs of consumers, says New York-based wine specialist Robert Bradshaw.

Addressing senior viticulture and oenology students at the University of Stellenbosch, Bradshaw said while over-ripe and alcohol-heavy Australian wines previously impressed influential wine critics, the US consumer market has made a dramatic turn towards more accessible and more affordable Chilean and Argentinean wines.

"The Chilean and Argentinean wines are more restrained, more approachable and more affordable. At the moment there is no hotter varietal than Argentinean Malbec. The US market for big alcohol wines has generally disappeared and disappeared quickly. If Australia had listened to customers they would have seen this coming," said Bradshaw, the Chief Operating Officer of New York-based wine importer Cape Classics.

Bradshaw, a qualified sommelier (wine expert) who has a MBA graduate from a leading business school, said South African winemakers now compete in a global market so it is more important than ever that they not only learn how to make great wine, but how to sell it.

"This next generation of great South African winemakers must be marketers and winemakers, because you can make your dream wine but if nobody buys it you will only get to make it once," said Bradshaw, who joined Cape Classics from Trader Joe's Company - a retailer that operates more than 300 locations across the USA and is one of the top volume wine retailers, with an estimated $7 billion dollars in sales.

"Cape Classics has built its success by finding out what the US market wants and needs - we are basically the eyes and ears of the US customer. We don't tell the market what to think, or what we love to drink. We listen to the market and then we go and look for products that meet that demand."

Besides listening to the market, South African winemakers should also consider focusing on producing one exceptional wine rather than several average wines.

"You need to be remarkable, because does the world really need another average Cabernet Sauvignon Merlot blend, or another Chardonnay? You need to make something outstanding, better than anyone else. Why waste your energy and the universe's energy by making something similar and at the same price," he said.

Bradshaw also believes that South Africa can do with Chenin Blanc what Argentina has achieved with Malbec.

"Generally nobody in the USA knows or cares that Malbec is originally a Bordeaux grape - what they do know is that it tastes pretty damn good, is good value and is from Argentina. There is no reason why South Africa can't execute a similar steal from the Loire, and have Chenin Blanc be the next 'it' grape if they make it better than anyone else. It is very delicious, approachable and affordable."

Bradshaw, who was a judge and guest speaker at the Annual Wines of Chile Awards and a master judge at the Best of Riesling in Germany, was impressed by the quality and enthusiasm of the Stellenbosch student winemakers.

"The lecture hall was twice as full as I was expecting and the students were a great group who asked lots of questions. I think they were inspired to hear this side of the industry," he said.

Established by CEO André Shearer in 1991, Cape Classics is the preeminent importer of South African wine into the USA, proudly representing 17 of the Cape's finest estates and labels. Nearly 25% of all bottled wine from South Africa available in the US bears the Cape Classics seal. For more information, visit www.capeclassics.com.

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