Nederburg's sparkling auction result has set a high bar for its competitor's upcoming sale

The recent Nederburg auction ratcheted up pressure on competitor the Cape Winemakers' Guild (CWG) auction next month, thanks to a stellar performance that saw prices soar and unsold lots dwindle. It was a remarkable financial tour de force from an institution celebrating its 36th birthday, but that some commentators had written off as past its sell-by date.

The main reason for success was annunciated by auctioneer Anthony Barne, from Bonhams in London. "I tasted most of the wines and I was especially impressed by the quality of Nederburg wines on offer." As they comprise the lion's share of the 161 brands offered to retailers and restaurateurs, it's a case of simple arithmetic to explain the sparkling result.

Average red-wine prices were up 28%, whites up 19%, Méthode Cap Classique up a massive 315%, stickies up 31%, fortifieds up a staggering 205% and ports up 90%. A broad-based improvement, indeed.

By way of contrast, a senior CWG member admitted: "We're worried about a perception that wines on auction this year are not as good as in the past." He was referring to a blind tasting hosted by WINE magazine last month, where several tasters bemoaned an excessive wood character in some of the reds. Shiraz, in particular, came in for some stick.

CWG auction reds are, in general, far younger than Nederburg offerings. But they are mostly destined for connoisseurs' cellars, so of course some are showing wood character at this early stage in their development.

What cannot be ignored is the blast of fresh air Nederburg has brought to the national cellar. Timid restaurateurs have missed the boat when the auction's biggest buyers were Spar, Makro and Checkers, as many of these auction wines will be drunk in restaurants as BYO.

The hidden story was the triumph of the new media (bloggers, tweeters and facebookers), who transmitted more electrons out of Paarl than a Large Hadron Collider. As one Distell director commented: "Send our best wishes to your friends up north and tell them we had a great party without them!" - a reference to financial and lifestyle publications that reduced their coverage of the event.

New media provides an exciting direct channel for producers too long prisoners to manipulation and interpretation by pompous pundits with press accreditation and hidden agendas. If Nederburg's communications czar installs a couple of webcams next year, turns up the volume on the WiFi and sorts out Internet bidding, the auction can become a truly global event and an unbeatable showcase for SA wine.