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Cape Chenin unveiled Cape Town 2 4 September 2012 PowerPoint Presentation
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Cape Chenin unveiled Cape Town 2 4 September 2012 Summary and Application of research findings Ross Sleet. Research objectives: To discover the commonly held characteristics of South African Chenin Blanc wines Chemical attributes Sensory characteristics Consumer attitudes.

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Presentation Transcript
slide1
Cape Chenin unveiled

Cape Town

24 September 2012

Summary and Application of research findings

Ross Sleet

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Research objectives:

To discover the commonly held characteristics of South African Chenin Blanc wines

Chemical attributes

Sensory characteristics

Consumer attitudes

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Commercial objectives :

To present useful and incisive commercial applications of the research

To provide a “road-map” for South African Chenin Blanc brands

To encourage the continued production and consumption of quality Chenin Blanc

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Research findings:

Chenin Blanc has two distinct styles of expression which are clearly understood by consumers:

research findings other distinctions are also present eg wood vs unwooded minerality
Research findings:

Other distinctions are also present eg:

Wood vs. Unwooded

Minerality

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Challenges:

Educate consumers about Chenin Blanc’s styles

Focus on South African expressions as being indicative of our style

Develop consumer cues with trade to assist with identification of styles

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Approach:

On bottle device to demonstrate the continuum of Chenin Blanc styles in development

Media plan for communication to trade

In store and on wine list identification of Chenin Blanc styles