ABSA signs million rand Pinotage …
Absa Bank is proud to announce the renewal of its commitment to the development of Pinotage with a five-year sponsorship deal worth one million rand per year! With this sponsorship, Absa is partnering with the Pinotage Association in a mutual effort to support and promote this authentic South African wine locally, as well as abroad. The brilliant success of the Absa Pinotage Top 10 Awards, and the consequent attention Pinotage has attracted nationally as well as internationally, has assured the continuation of the sponsorship.
To give effect to this, the Absa/Pinotage Association Sponsorship Agreement was signed in Johannesburg this morning in the presence of the media. Present were Absa’s Group Chief Executive, Dr Steve Booysen, and the Pinotage Association Chairman, Beyers Truter.
Back: Oscar Grobler – General Manager: Corporate & Business Bank (Products);Gavin Clarke – General Manager: Corporate & Business Bank (Sector);James Slabbert : Absa Executive Director
Front: Dr Steve Booysen – Absa Group CE;Beyers Truter – Chairman: Pinotage Association
Dr Booysen said: “I am extremely proud of what Absa has achieved in helping the Pinotage Association to development the Pinotage brand. With this agreement, we’ve committed to apply the bank’s considerable resources to firmly establish Pinotage in the local and international market. It is particularly important to us that all South Africans are made aware of the fact that this is our very own unique cultivar.”
Absa has had a longstanding relationship with the Pinotage Association for over a decade. Says Mr Truter: “If it had not been for Absa, we would still have been in the experimental phases with Pinotage.”
With this agreement, Absa Bank becomes the sole sponsor of Pinotage. Together, the bank and the Pinotage Association will embark on an ambitious promotional and media drive to capitalise on the success of the past and to take the brand to the next level. Several programmes will be rolled out, working toward positioning Pinotage for 2010. These will include a project with Absa Art later this year, and an exiting Food and Wine programme in 2008.
Absa’s association with Pinotage has also resulted in the support of other worthy social programmes. Recently, Absa General Manager Oscar Grobler donated R50 000 to the Faith Fund, which tries to address the problem of foetal alcohol syndrome. This money will be strictly applied to ensure a reduction of alcohol intake by pregnant mothers.
Says the Faith Fund’s founder, Beyers Truter: “Alcohol abuse by pregnant mothers is the most common cause of mental retardation in the world, bedevilling the future of our most precious gift: our children. We are extremely grateful for this contribution and every cent will be strictly applied to ensure a reduction of alcohol intake by pregnant mothers.”
With this kind of social support, Absa is also showing its commitment to the promotion of the responsible