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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