Wines of South Africa (WOSA) have confirmed what many in the industry is already suspecting: Exports to the United Kingdom is decreasing while China is impatiently waiting in the wings to step up its role as a prime future market. WOSA told The Sunday Times that SA wine exports to the UK were down 15% in the last year (November 2009- December 2010), and that packaged wine sales have dropped 19% over the past seven years.

Wine brands are thus redirecting their focus to developing markets like China, where low base wine exports from South Africa were up a whopping 76% last year. WOSA is also developing a strategy for the Chinese market, including a Chinese website and a book on South African wine.