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Wines of South Africa

Introducing the U.S. to the Diversity of South African Wine

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Challenge

South African wine suffered from a poor reputation among key trade and press, and many consumers were unaware of the category.

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Action

• Wines of South Africa (WOSA), a non-profit organization created to promote South African wines globally, is responsible for raising the perception of South African wines among press, trade and consumers.

• In 2015, WOSA retained Colangelo & Partners to implement a strategic communications program focused on trade and media relations, events and social media.

• Colangelo & Partners developed and executed a strategic integrated communications plan including media relations, press trips, social media, trade marketing, and events.

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Results

• Successfully positioned South Africa as an emerging region with exciting wines waiting to be discovered with over 3 billion impressions across broadcast, print and online media in 2015 alone.

• Solidified relationships with trade through eight successful masterclasses for wine professionals and two after-hours meetups for Sommeliers.

• Organized media dinners and appointments for WOSA executives and winemakers in multiple markets.

• Executed a virtual tasting that resulted in over 600k impressions with an account reach of over 150k.

After taking over our social media, within a couple of months Colangelo & Partners doubled our Instagram following, increased our Facebook fans by the tens of thousands, and leveraged our Twitter to communicate with writers, somms, and other industry professionals. Our social media pages are now great resources for informative and beautiful content supporting South African wines and Wines of South Africa.
- Jim Clarke, Marketing Manager, Wines of South Africa USA
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