Nederburg auction evolving

The message in the bottle is clear - despite a still struggling economy, with consumers spending less on luxuries, the wine market is buoyant.

Though offering less than half the volume of last year, the prestigious Nederburg Wine Auction achieved sales of R4.38-million at the weekend, close to the R4.7-million notched up 12 months ago.

The highest bid at the auction was R22000, paid by Next International, of Nigeria, for three 750ml bottles of Zonnebloem Cabernet 1973.

R17000 was paid for a case of six 750ml bottles of the Monis Collectors' Port (Double Stamp Collection) 1948.

The auction was held at Nederburg's Paarl wine estate and was a mix of bubbly, bonhomie and bonappetit as well-heeled wine lovers mingled with high-profile buyers to bid for local wines.

With the smaller volumes available - and expected sales of only about R2.2-million - the final sales tally translated to R355 a litre of wine as opposed to R185 a litre last year, a 92% increase.

Distell managing director Jan Scannell said he was pleased to see a 4.7% increase in wine sales to the rest of the continent, accounting for R1.2-million of auction turnover.

"Africa is coming together. We are starting to see South African wines spreading into the rest of the African continent."

Scannell said he was pleased to see that the emphasis of the annual event - which turns 40 next year - had shifted to business side and away from social interaction.

"We are delighted that the lowering of volumes, brought about by a tough selection panel, paid off," said auction manager Dalene Steyn.

American wine blogger Joe Roberts said producers needed to tell a story.

"The millennium generation is averse to marketing. From the moment they were born, all they've had are messages thrown at them. And most wine brands don't get it. Here is a chance to leapfrog over them by winning a younger generation's heart. You need to be connecting with them online."