The twinning relationship is based on the fact that both towns are members of the prestigious Great Wine Capitals, as well as being highly compatible tourist target markets. Being prominent new-world wine regions, both of these popular lifestyle and tourist destinations are ideal partners, in that they offer prime location with shared reputations as gourmet destination towns, shared niche speciality shops and art galleries (St Helena is one of two top shopping destinations in California), similar accommodation offerings as well as similar business profiles, with a shared focus on
wellness tourism. Furthermore, they share a similar demographic profile, not to mention similar high-end real estate offerings.
“We aim to generate further awareness for both of these premier wine and culinary regions and, as such, are extremely excited about this partnership. We are of the opinion that it will result in increased understanding of the different countries and their cultures, encouraging community building and affording us endless opportunities,” said Jenny Prinsloo, CEO, Franschhoek Wine Valley.
Moving forward so as to ensure the success of this relationship, one of the key objectives will be to exchange marketing information and ideas, relating to festivals and events. Furthermore, both parties have agreed to enter into wine estate and restaurant wine exchange programmes, as well as educational exchange programmes. The winemaker exchange programme, in particular, will allow for environmentally sustainable initiatives for the wine estates to be applied in Franschhoek, from the experience gained in St Helena, and vice versa.
