World Cup boost for SA wines in US

2010-07-15 14:13

The 2010 World Cup had a “very positive impact” on the sales of

South African wines in the United States, a New York-based importer today.

A Drink South African campaign in the run up to the tournament had

helped imports from the Cape for April 2010 grow 96% over the same period last

year, said Andre Shearer, chief executive of Cape Classics.

In addition to major retail outlets promoting South African wines,

hosting tastings and creating soccer-themed displays, online retailers had

jumped on the bandwagon with special promotions.

The interest had also resulted in new business deals being struck

with accounts which either never carried South African wines or had a minimal

focus on the category.

Shearer said: “The World Cup has felt like a windfall for our


Skyrove, a South African Wi-Fi hotspot provider, said today that

the use of its business class service at restaurants, cafes and hotels went up

78% during the Cup.

This was the result of fans’ “voracious” use of internet for social

networking and for surfing sports- and news-related websites.


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