1. Why exports?
So many bottlenecks!
Bolivian market can take
all of it..
CBI - Ministry of Foreign Affairs

2. 1. To sell more at higher prices?
2. To uplift the whole region – and the country
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3. Exports South Africa
400
350
300
250
200
Exports
150
100
50
0
1992 1995 1998 2001 2004 2007 2010 2013
3 25-10-2012 CBI - Ministry of Foreign Affairs

4. 1. To sell more a higher prices?
2. To uplift the whole region – and the country!
4 25-10-2012 CBI - Ministry of Foreign Affairs

5. Adding value by
1. Changing the mindset to quality
2. Restructuring the vineyards
3. Motivating the next generation for wine
4. Restructuring a plethora of associations
5. Providing more people a job than even before
6. Creating a positive image for the region (and country)
7. Creating pride in winemaking regions
8. Inspiring other small and medium sized business
9. Giving the final boost for tourism
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6. 6 25-10-2012 CBI - Ministry of Foreign Affairs

7. Restructuring the Cape Vineyards
1992 2012
Hectares 82,844 100,567
White (%) 82 55
Red (%) 18 45
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8. 8 25-10-2012 CBI - Ministry of Foreign Affairs

9. Restructuring a plethora
of associations and institutions
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10. into a spirit of cooperation,
focused on exports
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11. SA wine industry 'driving jobs, GDP'
"Wine is firmly established as the leader in
exports from the agricultural sector, and is
second only to minerals and motor cars, with
the growth in exports substantially
contributing to the rise in the industry's
contribution to national GDP,"
Of the over R26-billion contributed to the
national economy, about R14.2-billion was
generated in the Western Cape, with the
industry supporting about 275 600
employment opportunities overall.
"This illustrates the exceptional ability of the
industry as a creator of economic growth,"
11 25-10-2012 CBI - Ministry of Foreign Affairs

12. South Africa’s wine tourism sector is due to benefit from the sector being the fastest growing
and most lucrative of the global tourism market, Tourism Minister Marthinus van Schalkwyk
said. “In South Africa, our wine industry plays an important role in terms of its contribution to
specifically regional and rural economic growth and job creation,” he said at a stakeholder
workshop at the Spier Estate outside Stellenbosch. “In 2009 wine tourism contributed an
estimated R4.3 billion to our country’s tourism revenue, and we believe there is still great
potential for growth in this regard.” The wine industry has suffered in recent years through
factors such as changes in foreign currency and demand fluctuations. But van Schalkwyk said
increasing its revenue from tourism could counteract this. Last week he announced South
Africa’s ambitious plans to increase the number of tourists to 15 million by 2020. Wine and
gourmet tourism, van Schalkwyk said, could also play a role in terms of South Africa’s goal of
increasing the geographic spread of tourism as it provided additional options for tourists.
“Wine tourism is a vital product offering in South Africa’s tourism product as it helps improve
the country’s competitiveness against destinations like Brazil, Australia, Kenya and Thailand,”
he said. “We believe stakeholder inclusivity and alignment is fundamental to the adoption and
implementation of a winning wine tourism strategy.”
12 25-10-2012 CBI - Ministry of Foreign Affairs