Cape Chenin unveiledCape Town

24 September 2012

Summary and Application of research findings

Ross Sleet

Research objectives:

To discover the commonly held characteristics of South African Chenin Blanc wines

Chemical attributesSensory characteristicsConsumer attitudes

Commercial objectives :

To present useful and incisive commercial applications of the researchTo provide a “road-map” for South African Chenin Blanc brands To encourage the continued production and consumption of quality Chenin Blanc

Research findings:

Chenin Blanc has two distinct styles of expression which are clearly understood by consumers:

Fresh fruit Ripe fruit

Research findings:

Other distinctions are also present eg:

Wood vs. UnwoodedMinerality

Challenges:

• Educate consumers about Chenin Blanc’s styles• Focus on South African expressions as being

indicative of our style• Develop consumer cues with trade to assist

with identification of styles

Approach:

• On bottle device to demonstrate the continuum of Chenin Blanc styles in development

• Media plan for communication to trade• In store and on wine list identification of Chenin

Blanc styles

Q&A