Selling South Africa with a back story

Wines of South Africa is broadening its marketing strategy after a review found the current generic campaign to be too narrow.

The new strategy will focus on the country's cultural diversity as well as the

strong biodiversity record highlighted by the present marketing campaign.

WOSA chief executive Su Birch said: "While the positioning was initially conceived as a way of highlighting the wealth of biodiversity of the Cape Floral Kingdom - the smallest but richest on the planet - it will

be widened to ­encompass our country's cultural, linguistic, historic and geographic diversity."

In the review of the marketing strategy, wine economist James Herrick said South African wines could be "far more interesting and entertaining" if they were sold with a story attached to them.