How to crack the American market? It’s a question that’s perplexed the industry in recent years. One way is surely celebrity endorsement. Mucking about on Twitter the other day, I entered the keywords “South African wine” in order to gauge what Twitter’s 140 million users had to say on the subject.
In so doing, I came across the following exchange that went down on 10 April: Andrew Rice, a golf instructor based in South Carolina who uses the handle @AndrewRiceGolf tweets Trevor Immelman, South African golfer and winner of the 2008 Masters Tournament “@TrevorImmelman What’s your favourite South African wine? Play great at Hilton Head this week” to which Immelman replies “Meerlust Rubicon”.
Immelman has close on 50 000 Twitter followers. @CapeClassics, premier importer of South African wine into the US, has 3 835 followers and WoSA – USA has 252.