How to get distributors/markets in the USA or any other countries to export from South Africa
Answer From Expert Roger Bohmrich MW
There are many aspects of an effective strategy to enter the U.S. market. I often provide counsel to would-be exporters, and they are often surprised by the complexities. I would first stress the importance of sound information about the U.S. as a market for wine. This means the nature of the prevailing three-tier system, demographics, the leading types of wine, and the presence of South Africa and competitive exporters. While the U.S. is the world's largest wine consumer, California dominates sales and most imports battle for very small shares. Once you feel comfortable that you have a workable understanding of the legal and commercial structure, you can define a practicable strategy. Are you a small winery with limited volumes who would be content with a presence in a few large metropolitan areas? In that case, your needs may be met by just a few local importer-wholesalers. Or you might want to reach out to the much shorter list of specialist importers with a network of smaller distributors. Whatever your strategy, your goals will need to be realistic and your product range tailored to the market. What are your principal wine types? South Africa has a presence in the U.S. but remains a niche, not an area of dynamic growth; for example, Chenin Blanc is showing modest gains, but Pinotage is not. Good luck with your plans.
