DU TOITSKLOOF SALES SURGE AHEAD IN SLUGGISH MARKET

Posted on 28. Jan, 2010 by BottlePlatePillow in Just In

The sale of Du Toitskloof Cellar wines on the local market has been steadily rising since October last year when it won the title of South Africa’s best-value winery in a national competition. Despite recessionary market conditions, sale volumes reached a high in December with an increase of more than 50% compared to the corresponding period in 2008. Although there was a fall-off in the pace of growth for January, sales still increased 40% compared with January 2009.

Established in 1962 near Rawsonville at the entrance to the Du Toitskloof Pass, the cellar expects to press 13 500 tons this year – 1 500 tons or 10% down on last year’s record harvest. Over the years it has built up an enviable reputation for quality wines at affordable prices. At the end of 2009 it was selected – for the fourth time in six years – as the country’s best-value winery in the annual competition organised by WINE magazine. In the two years it didn’t win, it was the runner-up.

Du Toitskloof head of marketing Jacques Jordaan said the cellar was ideally positioned in the present time of economic turmoil to benefit from consumers’ desire to obtain the best value for their money. It offers an extensive range of white and red and dessert wines.

“The biggest contributor to the present spurt in sales has been our 3-litre bag-in-box of Sauvignon blanc, Chenin blanc or a red blend of Pinotage, Merlot and Ruby Cabernet. Two of the three wines were gold-medal winners in 2009 – the Sauvignon blanc won gold at MUNDUSvini in Germany while the Chenin blanc received a similar distinction in the annual Michelangelo competition held locally.

“As far as we could ascertain, these are the only gold-medal winners available in bag-in-box locally. The demand for these wines in December was at times so great that we battled to fill all the orders, with the bottling facility working overtime.

“This preference for the box in my view also reflects the change in consumer attitudes to value. We are finding more and more consumers trust our brand and accept our word when we say the wine that goes into the box is the same that goes into the bottle.