HUGE STRIDES FORWARD FOR BRANDY IN BUSIEST YEAR
The busy year saw the South African Brandy Foundation raising the bar, as more South Africans get to see the country's biggest-selling spirit for the refined, sophisticated, complex drink that it is.
The huge strides made by SA brandy to build on its modern image was reported at the South African Brandy Foundation's annual general meeting, held recently at Nederburg, Paarl. In the Chairman's Report, outgoing chairman Riaan Marais stated that the 2010/2011 fiscal year saw earlier strategic decisions bear fruit.
"Our new strategic positioning lead to the appointment of Christelle Reade-Jahn, a professional marketing strategist, in the new position as director to drive the new direction focused predominantly on external communication and networking. "The message is clear: "SA Brandy is more than you expect."
The two most significant foundation initiatives playing a role in asserting the new positioning for brandy, namely the annual Brandy Gala and the Fine Brandy Festival, were both given extreme make-overs to conform to the modern image of brandy as a drink with panache.
The Fine Brandy Festival, first held in 2008, saw a total transformation of the brandy industry's flagship event, making it bigger, more experience-driven, glamorous and lifestyle-focused. Aimed at a stylish, cosmopolitan crowd of brandy aficionados and enthusiastic novices the remodelling meant moving to a larger venue to accommodate the new format and more people. It all paid off as the visitors' numbers increased by 130%, also proving the incredible thirst for knowledge about brandy in this country. Many exhibitors and media commented positively on the new format, and specifically at the extended time that consumers spent savouring the award winning brandies on show.
"Not resting on its laurels, this premier event will be taken to the next level in the coming year," according to Reade-Jahn. "To mark its 5th anniversary the 2012 festival will be rebranded Fine Brandy Fusion, hinting at the array of delightful fusions used to create our unique brandies as well as the fusions of cultures and styles celebrating brandy at the event."
The focus of the annual Brandy Gala, formerly an event for industry players, has been successfully transformed to increase public awareness and lift the profile of brandy. The first of the 'new generation' gala events were held at Madame Zingara, Melrose Arch. Paving the way forward to create a highlight on the social calendar it was enjoyed as much by celebrities as by industry stalwarts. This lead to this year's Night of the Stars gala event held at the Val de Vie Polo Estate, Paarl, and was extremely well received by top end media and celebrities alike. The editor of a glossy magazine commented, "the evening certainly puts brandy in a very upmarket trendy environment."
The Chairman's Report also gave feedback on cocktail initiatives launched to network with the bartending industry. Cocktail-making sessions 'Brandy Shake-up Seminars' held in 2010 introduced new cocktail trends as a precursor to the highly successful brandy cocktail campaign launched in 2011. In a quest to find the Brandy Cocktail of the Year, a multi-platform partnership was formed with FHM, using the opportunities of social networks and digital media to the fullest. The successful utilization of Facebook and Mobi campaigns ensured that the campaign extended its footprint beyond expectation. A "create a cocktail" clip on YouTube also added a fun element to the campaign.
The international achievements at the International Wine & Spirits Competition (IWSC), the International Spirits Challenge (ISC) and the Concours Mondial de Bruxelles continued to confirm that South African brandy is ranked the finest in the world.
South African Brandy was also welcomed into the Veritas fold, opening up new avenues to communicate the quality and stature of our brandies to the local consumer and trade.
"Now in its second year the new class to Veritas provides the South African brandy industry - which up to now had to compete mostly in international competitions - with a prestigious national stage to show its mettle and advocate the consistent outstanding quality of SA brandy to the public", Marais said. "It also re-affirms the shared history and inseperable link between the wine and brandy industries, educating the public that brandy is a spirit made from grapes."
Other SA Brandy Foundation activities aimed at communicating the brandy message and fostering strong relationships with trade professionals include electronic and printed newsletters, a nifty and easy-to read guide to South African Brandy, a potstill forum, and networking with sommeliers, bartending societies and the Cape Wine Masters.
The Foundation also drives visibility of the two South African brandy routes as a unique way to explore both brandy and the Winelands. "We continue the focus on ensuring the exacting standards of brandy quality and instituting visitor facility standards on these routes."
In closing Marais, who has handed over the reign to chairperson Dr Caroline Snyman, said "The brandy industry remains a challenging one, with threats not only from other categories but also legislation changes looming with regards to sales and advertising. More than ever, the SABF affirms its commitment to building strong communication messages and solid relationships."
