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7th TOPS Soweto Wine: Visitor Research

September 2011


2011 overview

 The 7th TOPS Soweto Wine Festival has been reported on as the best ever in terms of attendance, operations, flow and offerings.  Part of the Arts Alive calendar, the 2011 TOPS Soweto Wine Festival attracted a record 8550 people over the 3 evenings, which is 1002 more people than in 2010 – maintaining the festival’s impressive record of 1000 people growth year on year since inception.


By increasing the price of the ticket to R100 per person, we reduced the >R6000 income earners by 10% and increased the R10,001-R15,000 earners by 10%. Most visitors earn > R15,000 pm. In 2011, 32.6% of visitors were first-time visitors. Household Income - Monthly 2010

2011

< R6000

19.5%

9.7%

R6001 - R10 000

13.8%

16.3%

20%

26.0%

46.7%

48.0%

R10 001 - R15 000

> R15 000


The majority of attendees are in the 30-34 (35%) age group; come from Johannesburg South (45.7%) and define themselves as Black (69.5%).

Race Black White

% 69.5% 15.2%

# 155 34

Coloured Asian Indian Other

11.2% 0.9% 2.2% 0.9%

25 2 5 2 223

Where Visitors Live North JHB

24.7%

55

South JHB

45.7%

102

East JHB

11.2%

25

7.6%

17

10.8%

24

Pretoria Other*

223 Other* Age < 24 24 - 29

% 11.2% 25.1%

# 25 56

30 - 34 35 - 49 > 49

35.0% 22.0% 6.7%

78 49 15 223

24% of festival visitors come from Joâ&#x20AC;&#x2122;burgâ&#x20AC;&#x2122;s Northern Suburbs.

KZN

3

Central JHB

3

West Rand Western Cape

8

Swaziland

2

Zimbabwe

1

Malawi

1

Free State

1

Roodepoort

2

Vaal

1

2


Most spend from R50 and R100 on wine (44.4%) for themselves, while 72.3% will spend over R100 on wine as a gift. Most drink wine occasionally (32.7%) followed by 27.8% 2-3 times a week.

Average Spend on a Bottle < R30 1.8% 4 R31 - R50 11.2% 25 R50 - R100 44.4% 99 > R100 42.6% 95 223

Average Spend on a Bottle of Wine as a Gift < R30 1.8% 4 R31 - R50 4.0% 9 R50 - R100 21.9% 49 > R100 72.3% 162 224

Weekly Wine Consumption Occasionally 32.7% 73 Once a week 20.2% 45 2 - 3 times a week 27.8% 62 5 times a week 5.8% 13 Daily 13.5% 30 223

A Glass A Day â&#x20AC;Ś

Beverage

2010

2011

Beer

26.4%

13%

Coolers

11.9%

13.5%

White Wine

16.1%

22.1%

Red Wine

25.8%

34.5%

Spirits

19.8%

16.9%


The majority buy wine at TOPS at Spar (27.2%) followed by Pick n Pay (21.4%). Most prefer red wine (50.3%) and most have been drinking wine between 1 and 5 years (43.8%).

Favourite Wine Red 50.3% White 23.1% Sparkling Rosé

16.4% 10.1%

Years Consuming Wine < 1 Year 5.4% 1-5 Years 43.8% 6 - 10 Years 30.4% > 10 Years 20.5%

A Glass A Day …

144 66 47 29 286

12 98 68 46 224

Where Wine is Bought TOPS at Spar Pick n Pay Makro Liquor Store Checkers/Shoprite Morara Wine Emporium Woolworths Norman Goodfellows Wine Club Bootleggers Liquor City

27.2% 21.4% 12.3% 3.6% 12.3% 5.4% 5.1% 5.1% 1.1% 4.3% 2.2%

75 59 34 10 34 15 14 14 3 12 6 276


This research has been compiled by the Soweto Wine Festival and Hot Salsa Media. All Rights Reserved. http://www.sowetowinefestival.co.za

September 2011

7th TOPS Soweto Wine Festival Visitor Resesarch  

Each year the Soweto Wine Festival festival conducts research on visitor demographics to measure the growth of wine wcunsumption in the mark...