How many people think that Sport Supporters only drink beer and spirits? How many of you think that of rugby, soccer and cricket supporters?? If you do, then I disagree with all of you. The CEO down to a cleaner in a company all support sport and most of the times even the same team. They watch exactly the same match on TV and see the same advertisements or Ad-Scrolls in the stadium. So, in sport you do cover most LSM groups don’t you? The one thing that has been a great interest of mine has always been customer behaviour and brand recognition/building. Marketers get bombarded with magazine, websites, programs etc etc every week to advertise in their publications and how beneficial it will be for your brand because the publication targets LSM 8-10?? Personally I think it is mostly a waist of money.
Now think of this…what LSM’s support sport and let’s use rugby as an example? I honestly don’t think that it is just a certain LSM group and I don’t think that it you can quantify it that way.
has seen first hand how sport can unite people, bring cultures together and break barriers that were almost impossible before. Did you also see the growth of black supporters in the stands at Loftus Versfeld after their Super 14 games in South Africa ?? Did you see that for a VERY AFRIKAANS team and culture within the Bulls they have broken down walls that have been there before! Now they have built up a loyal and interested black supporters base that would never have been there if they didn’t take that opportunity to go to Soweto earlier this year. Whether you like the Bulls or not, they have done an amazing job and although the IRB and SARU keep talking about taking the game to the people, you can’t do any better than what the Bulls have done. They converted supporters!!! Soweto
What am I getting at? Well, why can’t the wine industry break down these barriers that we have surrounding us. Wine, the ultimate rich man’s drink, made for occasional drinking and not ‘partying’, a sophisticated drink for the discerning consumer. I say bull-dust!!! If the wine industry really wants to sell more wine, if they want to create a new market segment and grow a loyal customer base then we have to be more adventurous, climb out of our shell and make use of the opportunities that is right in front of us and go to “
”. (This is an example and I am not at all referring to the black diamonds/black market here, I am referring to it as the NON-Wine drinking public=”soccer city”) Soccer City
We have so much to offer, more than the whisky’s and brandies of the world. In wine you have an offering of white and dry, off-dry, semi-sweet, natural sweet, red with all these tastes and on top of that even a sweet dessert wine!! Now correct me if I am wrong, but no brandy or whisky distiller has this offering?? You do or you don’t drink whisky, point! So what are our challenges? Make wine more accessible to the consumer, make it OK to drink wine at any occasion, make it OK to drink sweeter rather than drier and make it OK to put some ice in your red or white wine.
Any whisky brand has a young, easy drinking whisky that is made to enjoy with a mixer and ice, then they have a mid range, maybe a 5-10 year that is made to savour a bit more, but can still be mixed with water/soda and then for the connoisseur and real fundi of whisky they have the 20-30 year old whisky that only a small amount of people can buy and will enjoy. The majority of whisky drinkers buy the young cheaper style that they can enjoy every night and then for the special occasion they might open a very old one to have after a meal. The same goes for the brandy/cognac companies that has the same offering.