At The Bermar Collection we are extremely proud of our association with Vinimark. We have a strong partnership with them and are inspired by their creativity in creating a programme to enhance their sales (and ours), using our Le Verre de Vin wine preservation systems as a value-add to their customers’ “wine by the glass” offering.
Vinimark hold Annual Wine Trade Fairs which we participate in with much enthusiasm. We recently had a chance to interview Ginette De Fleuriot, the Marketing manager at Vinimark about how significant these trade shows are for the wine industry.
Here’s what we found out….:
The annual Vinimark Annual Wine Trade Fair has been in operation for eighteen years. When they first started they represented twenty-five wine farms. Today they proudly showcase fifty-seven wine farms around the country.
Vinimark invites all their trade customers – from restaurants and retailers, grocers and hotels, and some corporate clients to their regional trade fairs. This gives their customers a chance to engage with winemakers, wine farm owners and brand owners, who are there to represent the brands on the night. Vinimark finds that their supplier partners are best able to share the stories of the brand – from first-hand experience they know the history and their future plans, and most importantly can talk about the wines themselves – how they are made and what is important to understand about each different one.
On considering why their customers find a wine trade show like this so beneficial, and therefore so well attended, Ginette noted that their customers love to engage with the winemakers, chat to them about their questions and because some of them are already old friends, enjoy some time catching up on what’s new in the range in a more social manner.
Added to this, it creates a means for Vinimark’s suppliers to have an opportunity to showcase their wines and meet potential clients as well as thank their long-term customers for their on-going support. An additional benefit of this is that orders are placed and listings secured. The Vinimark Trade Fairs are about having a time for all trade partners to come together in a relaxed environment and with a sense of occasion – this is just as important for the Vinimark sales teams.
Wondering where the Vinimark Trade Fairs happen in South Africa? They have one each in KwaZulu-Natal and the Western Cape and two shows in Gauteng (Johannesburg & Pretoria), and then alternating years between Knysna and Port Elizabeth.
Ginette De Fleuriot oversees the organisation in all regions, backed up by a couple of star helpers in each region. To add to the success of each evening, the full sales and merchandising team take part, with admin staff supporting on the evenings too.
The Vinimark Trade Fairs have a great offering for clients… wineries from every region are represented and their wines are offered at every price point and pack size, so they pretty much have everything covered for any client who wishes to try something new. The quality of the venues, the catering and subtle touches which still allow the wines to be in the foreground, all of these are key to making these such successful events. The result is that Vinimark are extremely pleased that the attendance and the satisfaction of both clients and their suppliers continues to grow, year on year.
What Ginette was made aware of at this year’s Trade Fairs is how much they are seeing increasing wine knowledge in all regions, which makes this is an exciting time for the wine industry. Customers keep asking questions, are wishing to learn more and are happy to experiment. This fuels the growth and maturation in the market.
And of course we had our Le Verre de Vin Tower at each city, demonstrating the distinct advantage that having such a system gives you when you offer an extended “wine by the glass” offering – from wine preservation for twenty-one days, to increased wine sales, to eliminating wastage, to improving your customers’ experience….!
Ginette, many thanks for your valuable insights and we congratulate you on trade shows that have been highly impactful for us and for the wine industry – we look forward to a long association with you!!
P.S. If you would like to know more about Le Verre de Vin and how you can really reap the benefit of offering a range of wine by the glass too, then please contact us on 021 788 9788 or email us at and we will be happy to discuss this with you in more detail.