ABSA AND PINOTAGE ASSOCIATION RENEWS PARTNERSHIP FOR ANOTHER FIVE YEARS
Absa, the head sponsor of the Pinotage Association since 1997, has committed itself to a sponsorship of another five years until 2017. Since the founding of the Pinotage Association in 1995, Pinotage has grown into one of South Africa’s most recognised trademarks, and Absa is proud to be associated with the growing success of this varietal in the local wine industry, says Marcel de Klerk, Absa’s head of Retail and Business Banking.
“The success of Pinotage, as embedded in its history, mirrors to a great extent the determination and the pioneering spirit of the South African wine industry which makes it so unique,” says De Klerk. “In a world where the amount of wine producing countries and wine trademarks are on the increase, Pinotage poses the two characteristics which are needed to be noticed and noted: authenticity and uniqueness. For Absa it remains a particular privilege to be associated with the classic slice of South African wine heritage that is Pinotage.”
According to De Klerk, the Absa Top 10 Pinotage Competition remains the flagship of the Association’s activities. “The unique format, where truly 10 winners are selected from 20 finalists, has captured the imaginationof the wine industry and annually succeeds in crowning a varied and diverse selection of Pinotage wines as ‘winners’,” he says. “As a result the Absa Top 10-concept has grown into a brilliant marketing tool for Pinotage, while the winners - as well as the cultivar in its totality – benefit from the resulting exposure among the media, consumers and the wine industry in general.”
The Pinotage Association’s presence at various South African cultural and wine festivals, as well as international wine occasions, has given rise to Pinotage being the leader
insofar visibility and proactive generic wine marketing acts are concerned.
“The fact that Absa, thanks to the eagerness of the Association and its particular administration capacity, has become synonymous as one of South Africa’s most famous wine varietals is any sponsor’s dream,” says De Klerk. “We are truly looking forward to our involvement over the next five years during which the presence of Pinotage will grow even more - locally and internationally.”
According to Beyers Truter, chairman of the Pinotage Association, the renewed sponsorship will enable the Association to further built on the foundation that has been solidified over the past 17 years. “Currently, Pinotage comprises the third biggest export volume of South African red wine while it remains a growing popular brand amongst the local market,” says Truter. “Thanks to the partnership between the Association and Absa more can be done over the course of the year to establish Pinotage’s rightful place as the gem in the South African wine crown – locally as well as internationally.”
“With the first Absa Perold Cape Blend competition, which took place last year, the Association and Absa walked a further mile to promote the diversity of Pinotage. Similar to the influence the Absa Top 10 has exerted on the quality of Pinotage over the past years, likewise will the Absa Perold Cape Blend competition stimulate interest in Cape Blends, while further encouraging overall quality. This is one of the cardinal agendas on our schedule in the coming years. And the Association is proud to have Absa as a partner in this regard.”
