25 10-12 scenarios 2018 bolivian wines

CBI - Ministry of Foreign Affairs

Success Scenariosfor the BolivianWine Sector

How could the BolivianWine Sector operateideally in 2018?

25-10-2012 CBI - Ministry of Foreign Affairs2

1. Success Scenarios for the Bolivian Wine Sector,

and what is required?

2. Su Birch on how cooperation in the SA wine

industry added value –case study WOSA

Agenda


1. Expansion of total vineyard surface to 10,000ha

20,000 ha or more (in Tarija/Santa Cruz regions)

2. Varieties planted which are suitable in the

Bolivian conditions and interesting for export

3. A signature grape variety with which Bolivia will

be known in international markets

Success Scenario 1: Restructuring Vineyards


1. Sector focus on quality varieties, on advanced

winemaking, higher quality wines, both by grape

growers and producers (image)

2. All wineries HACCP, high standard of hygienic

conditions, high standards of CSR (Fairtrade)

Success Scenario 2: Quality Culture


1. A wine sector which is aspirational for the next

generation, is a growing business for both

winemakers and young professionals

2. An Enology School with a reputable Faculty for

Viticulture and Vinifcation

Success Scenario 3: Next generation


1. Wine industries are people-intense; growth of

the Bolivian wine sector can lead to significant

jobs creation in the sector

2. Growth of the Bolivian wine sector will lead to

significant job creation in associated sectors

(tourism, dry goods, logistics)

Success Scenario 4: Jobs Creation


1. Active promotion of Ruta del Vino Boliviana

(both in Tarija, Valle de Cinti (Camargo) and

Santa Cruz regions), attracting 10,000s of new

tourists (other demographics) and professionals

2. New winery buildings with tasting rooms,

restaurants and cellar door facilities

Success Scenario 5: Wine (and) Tourism


1. Vinos de Bolivia generic office which supports

and coordinates export promotion

internationally (levy system as abroad)

2. Coordinated promotion of Bolivian usp ‘Vinos de

Altura’

Success Scenario 6: Vinos de Bolivia


1. Cooperation between wineries and growers;

willingness to work together in growing exports

2. Support from government and support/donor

organisations (such as CBI/Dutch Embassy)

What is needed?


1. How does WOSA add value to the industry?

2. Why should producers support WOSA?

Part 2: Meet Su Birch

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Adding Value

Except in UK and Netherlands, you need to sell South Africa before you can sell wine brands.


Country Image


Adding value externally by

1. Building an image for the SA winelands

• Developing usp ‘variety is in our nature’

• Collateral

• Journalists : Wine and lifestyle (tourism)

• SA supplements in trade media

• Tasting – one on one, varietal, best of, etc.

• Promoting a Cape Cuisine concept



2. Running promotions in our targeted countries

• South Africa promotions at retail – not BOGOF

• SA wine weeks on-trade

• Consumer promotions in magazines

• E-marketing

• Consumer tastings and Consumer shows

• 2010 World Cup campaign



3. Providing an information resource for consumers, trade, journalists, students• Websites• Press releases• Maps• Photography• Answers to queries



4. Managing and protecting reputation

• crisis control, eg. Sauvignon scandal

• Information on risk issues e.g. Natamycin

• clarity on issues such as BEE



5. Supporting companies to enter markets

• Generic stands at international shows

• Generic tastings

• Importer database

• Export enquiries – regular newsletter on trade enquiries

• Cape Wine



6. Facilitating buyer visits

• Co-ordinate and schedule buyer trips as per their requests

• Get government to sponsor buyers to Cape Wine

• Facilitate inward buying trips

• Call for wines eg. Organic, fair trade, for tastings

• Updates presented to visiting buyers



7. Promoting causes in the industry (CSR)

• promoting and supporting BWI

• funding for, WIETA



8. Networking to improve wine industry visibility

• Great Wine Capitals

• Tourism – CTRU and CTT

• Presenting at international conferences


Adding value internally by

1. Improved systems• Project managed and organised funding for Wine on Line• Manage maintenance and refinements

2. Resources for producers’ own marketing• Promotional material – maps, videos, 2 min flash CD• Copyright free photographs• website : www.varietyisinournature.com• DNA SA brand book

http://www.varietyisinournature.com/



3. Improving knowledge base of industry• On line library• Research – eg. Nielsens, recent Africa study• Country analyses• How to Export• Seminars• Informing industry of trends: green/eco/packaging

4. Developing Black owned brands• Counseling• Financial assistance to exhibit



5. Relationship with the government• Export Council• Obtain funding for projects

6. Assisting new companies to market• Cape Wine• Generic tasting

7. Training wine wait staff• SR project• 2010 project will train 2010 people as our industry’s contribution to

the World Cup legacy


Why would producers support WOSA?

25 10-12 scenarios 2018 bolivian wines

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