About the Show
The 2019 launch of the Old Mutual Trophy Spirits Show brought a new and valuable competition to the spirits and liqueurs sector of the South African liquor industry. Open to all producers and importers, the show scores and ranks all products across a series of categories, identifying the gold, silver and bronze medallists and awarding a trophy to best-in-class submissions providing they are of gold medal standard.
The continued sponsorship from Old Mutual brings a symmetry to the company's long-standing support of excellence in the wine industry: as headline sponsor of the Old Mutual Trophy Wine Show since its inception in 2002, Old Mutual has played a valuable role in the wine industry's enhanced performance in local and international markets, contributing towards a culture of excellence amongst producers and wine judges.
Old Mutual sees great value in a process which identifies the top spirits and liqueurs available in the South African market and makes this information available to the country's consumers. Discernment of future value defines both the role which Old Mutual plays in the lives of South Africa's investment community and the role it envisages the show will play for the country's spirits and liqueur enthusiasts.
Michael Fridjhon, convenor of the Old Mutual Trophy Spirits Show and show chairman of the Old Mutual Trophy Wine Show, believes that the competition adds an important dimension to one of the country's most important consumer industries. “In the past five years there has been a proliferation in the number of small distillers entering the market. There has also been a vast increase in the number of whiskies available for sale, both from local distillers and through a network of importers. South African brandy has long enjoyed extensive international recognition. Small distillers cannot afford to advertise in order to achieve visibility. An award from this competition will help to raise a product's profile in a very busy market place. For the major brands a successful outcome will serve to vindicate marketing claims and provide credible verification of the advertising message.”