Axis Group International represented premium South African wine and spirits brand, KWV, at the Spectacular South Africa China Roadshow 2021. The series of in-person events was organized by Wines of South Africa (WoSA) in key cities across China.
For two weeks, the Axis Group sales team traveled across China to represent KWV in Shenzhen, Beijing, Shanghai, and Chengdu.
Meetings with existing clients and private tastings with their key customers were arranged in each city leading up to each event.
The event took place across four cities on the following days:
September 13 – Shenzhen, Guangdong
September 17 – Beijing
September 22 – Shanghai
September 24 – Chengdu, Sichuan
The event in Xiamen, Fujian province, on 15 September 2021 has been postponed to October 2021 due to Covid-19 precautions.
The Roadshow events started with a wine masterclass hosted either by Fongyee Walker MW or Gus Zhu MW in which they delved into the history of SA wine, discussed key talking points and tasted a rotating selection of 12 premium wines selected from the 36 wineries who joined the campaign. KWV’s flagship wine, The Mentors Perold Tributum, was selected for the masterclasses in Beijing and Chengdu. These masterclasses proved immensely popular as the 100 seats at each session were quickly snapped up after registrations opened.
Armed with their newly acquired knowledge, the distributors, sommeliers, and media made their way to the ballroom tasting, joining the 100-150 attendees who were unable to secure tickets to the masterclass. During this session, they had the opportunity to taste a far wider range of SA wines (300+ South African wines from 30+ different wineries at each event), exchange contact information with winery representatives, and engage in exploratory commercial discussions.
The 2021 iteration of the Spectacular South Africa China Roadshow is seen as a huge success. Wines of South Africa built a wonderful platform that was leveraged, through long hours and hard work, by the Axis Group International Market Expansion sales team in China. High quality leads were generated and effectively followed up. The team has already onboarded new clients engaged with on the roadshow – contributing to a record month for the Axis Group-KWV partnership in China.