I always keep a keen eye open for South African products on the shelves in Hong Kong.  You will remember my previous posts on Monster Munch, Provita, Nomu Rubs & Spices as well as JC Le Roux Sparkling wine.  I took the following picture of a KWV Vin Rouge (screw-top, perfect for a day at the beach) on a sparkling Stanley Beach, having bought it at the nearby Park ‘n Shop.

One thing that is as clear as that day on Stanley Beach, is the fact that there are too few South African products on the wine and spirits shelves of the local department stores and wine retailers.

For this reason, I visited the recently held Hong Kong International Wine & Spirits Fair at the HK Convention and Exhibition Centre (HKCEC).  I was keen to ask some of the South African exhibitors why the SA wine and spirits industry is so poorly represented in this growing, nay, booming market. 

Upon entering Hall 3 at the HKCEC, the reason stared me right in the face.  The Australian Wine Industry had a massive pavilion with a total of sixty-six exhibitors.  The French brought over fifty-four exhibitors and another one of the so-called “New-World” producers, New Zealand had 40 producers and exporters showing off their wares.

South Africa was represented by a mere eleven industry representatives (wine estates & exporters).

So I approached some of the SA exhibitors and asked them why there are so few SA brands on the local shelves.  I was given two reasons: firstly: “RDP houses” and secondly: ”no support from the Government“. 

The first reason I understand to refer to the massive South African government programme to build low-cost house for the millions of shack-dwellers.  My interpretation of this response was that the government has put a low priority on the wine export industry, favouring instead projects like the RDP Building programme.  Which ties in with the second reason I was given:  that there is little or no support from the government for local estates and exporters to market their products in the one of the fastest-growing consumer regions in Asia if not the world… Hong Kong. 

I was told in no uncertain terms that elsewhere in the world, the SA exporters have no difficulty selling their products.  The problem-market remains Hong Kong.

This puts the ball firmly in the South African Consulate-General’s court.  Are they doing enough to facilitate the entry of SA wine and spirits into the local market?  A walk through Park ‘n Shop or any of the other retailers, big or small will tell you in no uncertain terms: NO.

I find it hard to believe that the SA government would neglect one of the oldest agricultural industries in this way.  I would argue that the problem lies with their capacity to facilitate trade in Hong Kong and indeed the whole of China.  The South African Department of Trade and Industry (DTI) currently has one official serving the entire region.  Hong Kong is served by a total of two local staff members and a non-functioning Business Forum.  Add to this the situation where the SA Tourism Authorities have yet to fill the position of Country Officer for China (another local official is currently Acting) as well as the SA national broadcaster’s (SABC) recent decision to close their only bureau in China, and a worrying trend seems to emerge.

If the positions mentioned above were filled, and all the different officials and organisations started working in unison, with the FIFA World Cup looming,  maybe we would be seeing more promotional efforts like this:

A SA exhibit at the Wine & Spirits Fair Nov 6, 2009

And fewer negative publicity such as this:

 A story on the perception of security in SA, pre FIFA World Cup (HK PostMagazine 8 Nov, 2009)