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Massmart identifies BEE wine make r s to list their wines at Makro stores

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Massmart has launched a programme that will identify BEE wine producers who will be selected to list their wines in Makro stores by the end of January 2013. Massmart recently held a blind wine tasting at Delvera Stellenbosch to select wines made by BEE wine producers for listing in Makro stores. As part of the programme Massmart and Wines of South Africa identified 31 BEE wine producers and invited them to enter their wines into the blind tasting. A total of 24 BEE wine producers submitted wines. The wines were assessed by a tasting panel comprising four external judges and a makro wine buyer. The panel selected a total of 21 wines in all wine categories (except Rose) represented through 16 brands for listing in Makro stores. The results of the judge’s assessments were compiled and audited by Deloitte. Commenting on the project, Grant Pattison, Massmart CEO, said: “We are excited about this initiative as we believe it will provide a platform for Black wine producers to list their wines. 95% of the wines sold by Makro are produced locally and this initiative reinforces our commitment to local suppliers.” The
participants that have been selected in the programme will benefit from brand consulting advice funded by the Massmart Supplier development fund. The advice which will focus on elements such as competitor and customer analysis, packaging, pricing and brand development will be provided by Sleet Consultancy, a wine and tourism consultancy. In addition, Makro will provide free advertising exposure and in-store promotional activity (excluding provision of the wine). Participants will also attend quarterly meetings with Makro to evaluate sales and brand development progress with the objective of developing joint solutions where appropriate. This support will be provided for a period of 12 months following the listing of the wines. Pattison concluded: “Our objective is to develop long-term relationships with local producers that are based on customer demand for the wines. The project is consistent with our approach to develop local suppliers in the markets in which we operate.”

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