Cape Chenin unveiled Cape Town 24 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

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

Research findings: Chenin Blanc has two distinct styles of expression which are clearly understood by consumers: Fresh fruitRipe fruit

Research findings: Other distinctions are also present eg: Wood vs. Unwooded Minerality

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

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

Q&A