In terms of the agreement, the Veritas organisers have asked participants to make a minimum number of cases available to Checkers, should their wines be awarded double gold or gold medals. These will be on offer in selected wine shops located in the chain's supermarkets countrywide. The first of the prize-winning wines are expected to be on the shelves within two weeks.
Group marketing director Brian Weyers says Checkers is delighted to be able to showcase these wines. "We consider Veritas the benchmark for the best that is produced in the Cape Winelands. The arrangement we have reached will make a great many of country's top wines accessible to consumers throughout the country. Special advertisements in the media soon after the event will indicate where the wines are available."
Veritas vice-chairman Bennie Howard says the organisation welcomes this additional marketing opportunity for the prize-winning wines. "As Veritas is a competition for market-ready wines, we believe it important that they should have as wide a distribution as possible through off-consumption channels."
During the last few years, Checkers has been upgrading its wine shops substantially. Through its "Wine Route" concept, it sells the wines of more than 70 top estates and small farm wineries. According to the retailer, recent consumer research has shown that these wine shops are today rated very highly for choice, quality and value for money.
