News / Africa

South Africa Cultivates Wine Market

A couple at the WineX Wine Festival in Sandton samples the red wine from Leopard's Leap, a winery on the Western Cape of South Africa, October 2012. (VOA/Peter Cox)
A couple at the WineX Wine Festival in Sandton samples the red wine from Leopard's Leap, a winery on the Western Cape of South Africa, October 2012. (VOA/Peter Cox)
South Africa is the world's seventh-largest wine-producing country.  As the wine industry has grown, there has been a growing focus on expanding the country's wine-drinking customer base.
 
Youth appeal

A high-end winery on the Western Cape of South Africa, Stellenzicht, has launched a new wine called Red ESCape.  The bottle label shows a cartoon-like USB cable that runs between computers, modems, grapes, satellite dishes and wine barrels.
 
Assistant winemaker Natalee Botha says the idea is to appeal to a broader and younger audience.
 
"We decided to make it more accessible for the public.  Do something funky with the label," she said.

The wine was marketed at the WineX festival in Sandton, a wealthy suburb of Johannesburg.
 
"It is funny," said Botha. "I had a guy from Sandton last night that told me, 'This is Sandton, honey, something like this is not going to work here.'  And I thought to myself, he has to remember that this whole country is not Sandton."

Black middle class

As South Africa's wine industry matures, Botha says wineries are looking to expand their customer base, trotting out new labels that will appeal to a broader cross-section of the country.

"The whole idea is that I want everyone to drink wine.  I want everyone to perceive wine as something cool.  I do not want people to find wine intimidating," she said.

The general consensus among winemakers is that South Africa's growing black middle class is a market that has been ignored.  But that has been changing.

South Africa's population is 79 percent black, but among wine consumers, that number has been much lower.  According to the All Media and Products Survey in 2006, 53 percent of the country's wine drinkers were black.  In 2010, that had grown to 63 percent.

Afika Fikeni, of Midrand, came out to sample white wines.

"It makes it easy for us to advance and bring more wine into our homes with the type of food we want to have.  Because we are not wine kind of people as black people, really.  It is a great event," said Fikeni.

He said the industry could do a better job of reaching out to black, middle-class consumers.

That's what winemaker Eugene Vanzyl of Leopard's Leap winery is trying to do.

"Obviously there is parts of the population that were not exposed to wine that much," he said. "We do a lot of tastings in areas that were not previously exposed to wine.  We do wine shows in Soweto and things like that."

Vanzyl says it is a growing process.

"I am pleasantly surprised to see the interest of the black consumer," he said. "It is really picking up quite nicely now.  It is a different market, because traditionally they are beer drinkers.  It is a bit of a challenge for us to slowly convince them, but it is becoming an 'in thing.'  That is the way it evolves, eh?"

In 10 years his winery has gone from selling 7,000 cases a year to 1.3 million cases.

Wineries are also finding ways to make their labels stand out on the shelf - hoping to attract novice wine drinkers.

Winemaker Duncan Savage was filling glasses with Splattered Toad Sauvignon Blanc.  The wine is named after a toad near their winery endangered by vehicles on nearby roads.  His bottles are adorned with a cartoon of a flattened toad.  It attracts the eye.  The taste attracts the palate.

"We started at 20,000 bottles in 2009 and in 2012, 300,000," he said. "People have latched onto it.  They absolutely love the concept.  It is quirky, it's fun and it appeals to a market that before we really did not have access to."

Wine aficionados

From 2005 to 2010, wine drinkers in South Africa grew from 1.7 million to three million.

"I walked in here and went to the wines I knew," said wine lover Kavita Chouhan.  "I got stuff that I know.  I do not really want to come try something new.  I know what is good.  If you think about what you drank in varsity, and what you drink now, it is definitely a change."

Chouhan said it has become popular to be serious about wine.

"Being a wine connoisseur has almost become fashionable," she said. "I do not know how many people actually enjoy doing it.  I am like, 'People should enjoy themselves.'  If they are not into wine, they should not be embarrassed to say that."

Winemakers are acknowledging the market for new consumers has great potential.

And Natalee Botha says there is great potential for the new Red ESCape wine her company is marketing.

"We have been thinking a lot about the concept.  And it is actually crazy that we do not think someone has tried it yet," she said. "It is a sleeping giant.  We do not have little plans with this wine."

You May Like

Report: $60 Billion Leaves Africa Illegally Each Year

Report by joint UN and African Union panel says African countries need to take concrete measures to stop illegal money flow from continent each year More

Video Spy Murder Probe Likely to Further Strain British-Russian Relations

Some analysts say Russian Tu-95 bombers were flying near British airspace to warn Britain about an inquest into a murdered Russian spy More

Mugabe Defends Image Amid Controversy at Close of AU Summit

He rejects concerns about how the West might perceive his leadership, saying he's focused on African development More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Spy Murder Probe Likely to Further Strain British-Russian Relationsi
X
Henry Ridgwell
January 31, 2015 10:50 PM
Relations between Russia and the West are set to become even more strained amid an inquiry in London into the murder of a former Russian spy. Lawyers at the inquiry accuse Russian President Vladimir Putin of directing a "mafia state." Meanwhile, Royal Air Force fighters intercepted Russian bombers close to British airspace this week, prompting authorities to summon Moscow’s ambassador. Henry Ridgwell reports.
Video

Video Spy Murder Probe Likely to Further Strain British-Russian Relations

Relations between Russia and the West are set to become even more strained amid an inquiry in London into the murder of a former Russian spy. Lawyers at the inquiry accuse Russian President Vladimir Putin of directing a "mafia state." Meanwhile, Royal Air Force fighters intercepted Russian bombers close to British airspace this week, prompting authorities to summon Moscow’s ambassador. Henry Ridgwell reports.
Video

Video Ukrainian Neighborhood Divided Over Conflict

People in eastern Ukraine’s Donetsk and Luhansk districts find themselves squarely in the path of advancing Russian-backed rebels, who want to take back the territory they held at the beginning of the conflict last year. Many local residents are afraid, but others would welcome the change, even when a rebel shell lands in their neighborhood. From the Luhansk district, 15 kilometers from where the Ukrainian government marks the front line, VOA’s Al Pessin reports.
Video

Video Threat of Creeping Lava Has Hawaiians on Edge

Residents of the small town of Pahoa on the Big Island of Hawaii face an advancing threat from the Kilauea volcano. Local residents are keeping a watchful eye on creeping lava. Mike O’Sullivan reports.
Video

Video Jefferson's Library Continues to Impress, 200 Years Later

Two hundred years after the U.S. Congress purchased a huge collection of books belonging to former President Thomas Jefferson, it remains one of America’s greatest literal treasures and has become the centerpiece of Washington’s Library of Congress. VOA’s Deborah Block reports.
Video

Video Egypt's Suez Canal Dreams Tempered by Continued Unrest

Egypt plans to expand the Suez Canal, raising hopes that the end of its economic crisis may be in sight. But some analysts say they expect the project may cost too much and take too long to make life better for everyday Egyptians. VOA's Heather Murdock reports.
Video

Video Pro-Kremlin Youth Group Creatively Promotes 'Patriotic' Propaganda

As Russia's President Vladimir Putin faces international pressure over Ukraine and a failing economy, unofficial domestic groups are rallying to his support. One such youth organization, CET, or Network, uses creative multimedia to appeal to Russia's urban youth with patriotic propaganda. VOA's Daniel Schearf reports.
Video

Video Filmmakers Produce Hand-Painted Documentary on Van Gogh

The troubled life of the famous 19th century Dutch painter Vincent van Gogh has been told through many books and films, but never in the way a group of filmmakers now intends to do. "Loving Vincent " will be the first ever feature-length film made of animated hand-painted images, done in the style of the late artist. VOA’s George Putic reports.
Video

Video Issues or Ethnicity? Question Divides Nigeria

As Nigeria goes to the polls next month, many expect the two top presidential contenders to gain much of their support from constituencies organized along ethnic or religious lines. But are faith and regional blocs really what political power in Nigeria is about? Chris Stein reports.
Video

Video Rock-Consuming Organisms Alter Views of Life Processes

Scientists thought they knew much about how life works, until a discovery more than two decades ago challenged conventional beliefs. Scientists found that there are organisms that breathe rocks. And it is only recently that the scientific community is accepting that there are organisms that could get energy out of rocks. Correspondent Elizabeth Lee reports.
Video

Video Paris Attacks Highlight Global Weapons Black Market

As law enforcement officials piece together how the Paris and Belgian terror cells carried out their recent attacks, questions are being asked about how they obtained military grade assault weapons - which are illegal in the European Union. As VOA's Jeff Swicord reports, experts say there is a very active worldwide black market for these weapons, and criminals and terrorists are buying.
Video

Video Activists Accuse China of Targeting Religious Freedom

The U.S.-based Chinese religious rights group ChinaAid says 2014 was the worst year for religious freedom in China since the end of the Cultural Revolution. As Ye Fan reports, activists say Beijing has been tightening religious controls ever since Chinese leader Xi Jinping came to office. Hu Wei narrates.
Video

Video Theologians Cast Doubt on Morality of Drone Strikes

In 2006, stirred by photos of U.S. soldiers mistreating Iraqi prisoners, a group of American faith leaders and academics launched the National Religious Campaign Against Torture. It played an important role in getting Congress to investigate, and the president to ban, torture. VOA's Jerome Socolovsky reports.

Circumventing Censorship

An Internet Primer for Healthy Web Habits

As surveillance and censoring technologies advance, so, too, do new tools for your computer or mobile device that help protect your privacy and break through Internet censorship.
More

All About America

AppleAndroid