In the US, AC Nielsen data shows the brand recording year-on-year sales volume growth of 29% for the 13 weeks to September 17 2011, compared with the 1.4% decline of the imported dry table wine sector as a whole for the same period.
The internationally marketed wine brand is not only well supported in Canada and much of Scandinavia but is coasting on a wave of popularity in China, Hong Kong, Malaysia and New Zealand. In India, for example, it is listed by some of the country's highest profile hotels, restaurants and clubs, as well as a range of prominent retail chains and is available in most of the major and second-tier cities across the country.
Globally, the brand continues to hold its own, despite the recession, says international marketing manager Jackie Olivier. "It has managed to defy the downturn in many major markets thanks to its compelling value offering.
"It is also backed by strong eco-credentials. South Africa's Integrated Production of Wine (IPW) for sustainable wine-growing and winemaking practices accredits all the grapes sourced for the range. The wine will soon be sold exclusively in lightweight, fully recyclable 350-gram bottles, in line with our commitment to lightening our impact on the planet. By reducing bottle weight from the original 460 grams, we shall be saving the equivalent of 120 kgs of carbon equivalent emissions for every 1000 bottles produced. These light-weight bottles will also feature biodegradable labels, inks and adhesives and they will be packed in biodegradable cartons."
All wines from the 2010 vintage carry the Sustainable Wine South Africa (SWSA) seal, backed by a sophisticated tracking system in which bottle contents can be traced back to source at every stage of the supply chain to confirm the integrity of their production.
Olivier said the Two Oceans relationship with Four Seasons was particularly apposite, given the hospitality group's involvement with the environment. "In South Africa, we support the WWF Southern African Sustainable Seafood Initiative (WWF SASSI) that helps to improve the conservation status of overexploited seafood in local oceans, while Four Seasons supports the sea turtle conservancy in the area near Nevis, their breeding ground in the Eastern Caribbean. Our switch to lightweight bottles is reducing our carbon emissions, while Four Seasons has embarked on a campaign to plant 10 million trees in 34 countries to offset its carbon emissions."
