TASTIN’ FRANCE 2025 – JOHANNESBURG: A SHOWCASE OF FRENCH EXCELLENCE

Johannesburg, 28^th May 2025 – The Tastin’ France professional tasting will be held on 13^th June at the Saxon hotel in Johannesburg. Business France will accompany a delegation of seven (7) French Wine Producers and one (1) Curator. Through business meetings and professional networking opportunities, the participants will represent the wine and spirits expertise of France.

South Africa is widely recognised as one of the continent’s largest and most diversified economies. It serves as a gateway for trade and investment into Sub-Saharan Africa due to its developed infrastructure, financial markets, and regional trade agreements like the African Continental Free Trade Area (AfCFTA). Growth prospects in Africa remain promising overall, with South Africa playing a pivotal role in regional economic integration and development. Several opportunities are available for exports of French wines to South Africa. According to the Rand Merchant Bank (RMB), this sector is not just a major contributor to the country’s GDP; it is a cornerstone of economic growth, fuelled by evolving consumer habits, urbanisation, and a rising population. In recent years, the beverage industry has outpaced the broader consumer packaged goods sector. Investments by global giants underscore this potential. Heineken’s ZAR 13.6 billion (approximately USD 900 million) direct investment, and Varun Beverages Limited (VBL)’s ZAR 3 billion (approximately USD 180-200 million). acquisition of BevCo, the Pepsi bottler in South Africa, highlight confidence in the market.

Innovation at the heart of the French Pavilion

French exhibitors will highlight a variety of products for wine / spirits professionals:

• Expertise: The delegation will showcase French expertise in sustainable production and management.
• Strategic Partnerships: Business France facilitates the creation of partnerships between French companies and local actors, thus promoting commercial and technological exchanges.
• Innovation and R&D: French companies are recognised for their innovations in biotechnology, crop protection, and the development of new crop varieties.

Quality French products

With regular engagement in economic cooperation and development programmes in South Africa, France is one of the leading exporters to the country. Last year, Trading Economics confirmed that South Africa imported over ZAR 3.2 billion (approximately USD 164 million) worth of beverages, spirits, and vinegar, placing the industry among the top import categories for the country. Notably, France accounted for the largest share of South Africa’s hard liquor imports, valued at approximately ZAR 2.22 billion (around USD 99 million), surpassing other key origins such as the United Kingdom and Ireland.

Recognised and appreciated for the quality of its products, France is increasingly developing in the South African market. France leads European agriculture with a 2023 production estimated at EUR 95.8 billion (approximately ZAR 1.99 trillion), representing 18% of the European Union’s production value. With more than 500 companies active in this sector, the diversity, quality, and expertise of the French offer represent an undeniable asset for developing and sustaining agricultural operations. France is also a major player in the agricultural inputs sub-sector.

Media contact in France:

Siham MORCHID – Paris

siham.morchid@businessfrance.fr

Media contact in Sub-Saharan Africa:

Nicolas COCHE, in charge of communication and business development in Sub-Saharan Africa

nicolas.coche@businessfrance.fr

About Business France

Business France is the public advisory organization dedicated to the internationalization of the French economy. It is responsible for the international development of companies and their exports, as well as the prospecting and welcoming of foreign investments in France. It promotes the attractiveness and economic image of France, its companies, and its territories. It manages and develops the International Business Volunteering (V.I.E) program. Business France has more than 1,400 employees located in France and in 53 countries.

In 2023, Business France’s support generated an additional EUR 3.3 billion (approximately ZAR 68.64 billion) in export turnover for French SMEs/ETIs, representing more than 27,111 jobs created or planned. Business France supported 66% of the 1,688 foreign investment decisions in 2024, representing 69% of the 37,787 jobs created or maintained expected in the territory over a three-year horizon.