daisy knowles: the sa wine industry after 20 years of democracy
TRANSCRIPT
7/26/2019 Daisy Knowles: The SA Wine Industry After 20 Years of Democracy
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Veritas Young Wine Writers Competition 2014
Daisy Knowles
The SA wine industry after 20 years of democracy: an overview of what
happened and with special reference to how we can kick-start the stagnant
local market in the future.
There is an image that circled the globe some twenty-four years ago of Madiba
leaving the Victor Verster prison, a clenched fist in the air, his jubilation palpable.
Being a wine fanatic and associating celebration with wine, I would liked to have
seen a glass of cracking good Shiraz in his raised hand, ‘cheersing’ to the sky. But
a good Shiraz, or a good anything for that matter, was still to come.
The mid 1990s saw the dawn of a radical change, not only to the government of
our country, but also to the wine industry. It, as with our rugby, was cast in a
shadow under the Apartheid regime and thus we were prevented from
participating in a global arena. With the release of Nelson Mandela, it was asthough a new sun rose on our vineyards and stadiums alike. Now we could
showcase to the world what we had to offer.
As we ventured into the light, what we found ourselves faced with was a large
lack of self-confidence, old-fashioned oenological practices and stale marketing
tactics; we had been sitting on the bench for too long. What we unmistakably
had on our side, though, was the land and generation after generation passing
down their secrets of it. We were perhaps somewhat inexperienced when we
began pressing the bunches again: we didn’t take well to criticism, possiblytreated our customers with some disdain and may have taken an overall plunder
here and there – in my mind largely due to not believing in ourselves enough.
When the world is watching, the pressure naturally mounts.
The attribute we undeniably possessed, however, was a tenacious sprit. Every
sphere is entitled to shake its head at itself - think back to neon spandex and
teased hair. The wine industry put its best foot forward and the journey it
embarked on following Mandela’s release became a very human one. We had a
unique story to tell, and this would prove to make us relevant. After all, in everywine there is a story. Our fiery spirit set us apart: the land, its farmers and
communities all interwoven and carrying an innate rawness that made us so
very different from other countries. This would be what would make us
pertinent and intriguing – perhaps even appealing – to the consumers. South
Africa took its innovative, adaptive self and began producing pioneering wines
that would put us on the map. Each farm, each wine maker, each bottle had its
own distinctive story behind it; a personality captured behind the label. It may
have taken a bit of time initially, but the world certainly sat up and paid
cognisance to the nectar we were producing.
7/26/2019 Daisy Knowles: The SA Wine Industry After 20 Years of Democracy
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Veritas Young Wine Writers Competition 2014
Daisy Knowles
South Africa’s wine industry statistics are certainly different to a few years ago.
The quality of the vine, its yield and the final product remains unchanged though.
In fact, it is my belief that it goes from strength to strength. Foreign investment
remains present and this brings with it a certain comfort and satisfaction that the
outside world believes in us and wishes to see this sector flourish. In addition, alarge and inherent facet is the bevvy of young wine makers we are noticing.
These guys and gals have a vested interest in seeing this branch of our tree thrive
and blossom, and their fingers are on the pulse of current trends. They typically
bring overseas experience to the table along with vibrant energy and steely
determination. They are also tech-savvy and we exist in a digital era. Who
listens to the young? The younger.
I believe these young(er) wine makers will indirectly re-ignite the industry
through a technical transformation; with social media being the largest
marketing tool known to date, a once-untapped plethora of consumers can be
reached. A major area that social media lends a hand to, fundamental for
winemakers and drinkers alike, is the wine festivals. These are prime
opportunities for public appearances and one-on-one interaction with your
followers. One need only attend annual events like The Stellenbosch Wine
Festival, L’Ormarins Queen’s Plate, Bastille, Magic of Bubbles and The Swartland
Revolution to observe the injection of younger blood. @-symbols, ‘likes’,
hashtags, push notifications and more allow for instantaneous reaching to this
populous. Educating and enticing these end-users is a ‘post’ away. Tweet and
your minions re-tweet, blog and they share. The majority of those involved in the
industry know this, those who don’t will soon (have to) catch on. Change or die
is the harsh aphorism behind innovation and survival. So, to advise your home
and abroad followers – suppliers and superfans alike – on your recent cellar
activity…Update: Chardonnay now in 2nd fill barrels for 6months. Watch this
space. #excitingtimes
If, this ungrammatical jargon is for the youth, happened to flit through your mind,
then the industry is in safe hands.
#end