South African winemakers must stop trying to match the style of Burgundy, according to one leading producer.

Vriesenhof sales and marketing manager Eddie Smit says that for too long growers have been trying to copy the top Burgundy wines, such as Domaine de la Romanee-Conti and Louis Jadot.

South African growers try to make Pinot Noir that is comparable to the classic, much-loved French style, but Mr Smit says this is just not possible.

Speaking to the Drinks Business, he says that producers in the country can still use Burgundy as a template, but South African reds must start to develop their own style.

"We need to realise that South Africa is not Burgundy. We can try to emulate it, but it still needs its own identity," he said.

This said, Mr Smit says the standard is improving in South Africa, indicated by the upsurge in the number of vineyards making Pinot Noir.

"Five years ago there were just three or four guys showing Pinot Noir at local trade shows," he told the publication.

"Now it's more like 30 guys and some of the wines are really good."

In the Stellenbosch region where Vriesenhof sits, Mr Smit says Pinot Noir is a difficult grape to grow effectively, as the area is "still more suited to Cabernet and Pinotage, but where there's the right sites, then yes, it can work".

"We're close to the mountain and we planted on the lower south-facing slopes, the coolest on the farm," he explained.

Of all the wines to be trying to copy, South African producers certainly chose well.

Burgundy wines have long been highly popular with experienced wine enthusiasts from Europe, but now interest is growing in the burgeoning Asian wine market.

Acker Merrall & Condit chief executive officer John Kapon has predicted that the autumn sales season in Hong Kong will be "all about Burgundy".