Wines of South Africa is to shift its UK marketing strategy to a more provenance-based message following a strategic review.

The generic promotional body plans to promote the cultural and geographic diversity of South Africa as well as the variety of wines it can offer. The organisation has concentrated on highlighting the biodiversity of South Africa's Cape region using the strapline 'Variety is in our Nature' for the past two years, but the new campaign would target a wider audience and echo South Africa's international tourism message.

"South African wines have the great taste of individuality that comes from the nature of the producing areas," said wine economist James Herrick, who completed the review. "The perception of South Africa as a unique place can be maximised to highlight the value of wines originating there."

South Africa has reported rising exports this week, with international exports by volume up 14% in the 12 months to October 2007.