Dec 19 2010
Variety is the spice of life, in more ways than the figurative. With the SA wine industry resorting to selling cookery books to supplement its international promotional activities in light of dwindling exports, other ways are being sought to fund promotional activities overseas.
The book Cape Wine╬ô├╢┬╝Γö£├¡Braai Masters, published by Sunbird and compiled by Wines of South Africa (Wosa), is braaing off the shelves. Γò¼├┤Γö£├ºΓö¼├║Wow! The publication is kicking serious butt,Γò¼├┤Γö£├ºΓö¼├æ a spokesperson for Exclusive Books told winegoggle. Γò¼├┤Γö£├ºΓö¼├║Well-priced at R250 hardcover, it is walking in Justin Bonello and Nigella Lawson territory. Great pictures. Gob-smacking recipes. It rocks.Γò¼├┤Γö£├ºΓö¼├æ
The wine industry should celebrate this Christmas bonus, as proceeds from sales will be put to good use.
According to Wosa spokesman and culinary consultant Andr╬ô├╢┬ú╬ô├«├ë Morgenthal, Wosa receives standard author royalties from the publisher on all books sold. Γò¼├┤Γö£├ºΓö¼├║The income will simply be added to WosaΓò¼├┤Γö£├ºΓö£├╗s budget,Γò¼├┤Γö£├ºΓö¼├æ he said in a terse reply to questions.
Reliable sources, however, maintain that the windfall from Cape Wine Braai Masters is simply the beginning of a rejuvenated revenue stream for the export body.
A range of braai spices under the Wosa label is being considered, and PaulΓò¼├┤Γö£├ºΓö£├╗s Peri Peri, Colourful Cape Chakalaka, AdiΓò¼├┤Γö£├ºΓö£├╗s Swartland Satay and Rudely Robertson Relish could very soon be seen on supermarket shelves as part of the retail strategy. A Γò¼├┤Γö£├ºΓö¼├║WorsaΓò¼├┤Γö£├ºΓö¼├æ boerewors is apparently also in the pipeline, as is a set of Terrific Tongs and an Affirmative Apron.
According to Emile Joubert, MenΓò¼├┤Γö£├ºΓö£├╗s Health Braai King finalist in 2001, author and food writer, WosaΓò¼├┤Γö£├ºΓö£├╗s move to braai-activities is a step in the right direction.
Γò¼├┤Γö£├ºΓö¼├║Viewed from a promotional point of view, embracing the South African braai is a no-brainer for any generic local marketing body,Γò¼├┤Γö£├ºΓö¼├æ he said.
Γò¼├┤Γö£├ºΓö¼├║Trying to convince Mrs Jones from Luton to buy a bottle of South African wine on grounds of the commendable activities aimed at saving the Leopard Toad or Two Tongued Hummingbird is a tough call. But show her a piece of braaied South African boerie, offer narrative on this and other uniquely South African products prepared in a colourful manner representing the pioneering spirit of our forefathers, and there is immediate, profound engagement between the potential buyer and the eager efforts of the seller.Γò¼├┤Γö£├ºΓö¼├æ
Joubert said he was eagerly awaiting the next publication from Wosa. Γò¼├┤Γö£├ºΓö¼├║My money is on a title such as Braai the Beloved Country, although Rook en Geniet is a close second.Γò¼├┤Γö£├ºΓö¼├æ
-╬ô├╢┬╝Γö£├¡ Food Reporter