In an exciting development, the bustling city of New York is poised to welcome the largest gathering of black-owned South African wine brands ever assembled for North America’s premier international wine showcase.
A total of sixteen esteemed black-owned brands will proudly represent South Africa’s increasingly diverse wine industry at Vinexpo America in New York. This exclusive trade event, renowned for uniting the world’s foremost wine regions, will unfold from Wednesday, March 8th to Thursday, March 9th, 2023, at the esteemed Jacob K. Javits Convention Center in Manhattan.
This edition of Vinexpo America marks a significant milestone as it features a substantial participation of black-owned enterprises, a triumph attributed to the collaborative efforts of Wesgro, the official agency for tourism, trade, and investment promotion for Cape Town and the Western Cape, the SA Wine Industry Transformation Unit (SAWITU), and the South African Department of Trade, Industry, and Competition (DTIC).
EMBRACING OPPORTUNITIES IN THE US MARKET
The United States market has long been a strategic focal point for South African wine brands. Over the past decades, accessing this market has posed challenges, but recent years have witnessed concentrated endeavors to establish a stronger foothold. Mrs. Wendy Petersen, Executive Manager of SAWITU, remarks:
- “Renewed attention on South African wines has notably benefited black-owned wine brands, formerly less exposed to the growing SA wine segment in the US.
- The US market’s complex structure, featuring a three-tier system encompassing importers/producers, distributors, and retailers, presents entry hurdles. Brands aiming to secure an importer’s partnership must leverage favorable trade agreements for market entry.
- The collaboration between SAWITU and Wesgro in the US initiative has been facilitated by increased market access through Wesgro’s Export Advancement Programme. Mrs. Nadine Smith Clarke, Head of the Export Advancement Programme, has played a pivotal role in driving this initiative, enhancing trade and promotional activities for South African brands in the US market.
- The Vinexpo America event will build upon the groundwork laid and provide brands the opportunity to engage with importers, buyers, retailers, and journalists, showcasing their award-winning wines and novel offerings.”
The impressive lineup of sixteen black-owned brands participating at Vinexpo America includes Aslina Wines, Carmen Stevens Wines, Khai Wines, Sesfikile Wines, Thokozani Wines, The Bridge of Hope Wines, Klein Goederust Wines, La RicMal Wines, PaardenKloof Estate, Rockbelt Ridge Wines, Bayede Royal Wines, Koni Wines, Highberry Wines, M’hudi Wines, African Roots Wine, and The Nice Beverage Company.
Denise Stubbs, from Thokozani, emphasizes the resonance of shared values between South Africa and the United States: “Thokozani, which means celebration in Zulu, is owned by sixty-five farmworkers. Listing Thokozani in the US and sharing its transformation, empowerment, and award-winning wine journey would be our crowning achievement.”
Khai, founded by two enterprising African women, Lesego Holzapfel and Ezanne Gouws-du Toit, melds diversity and cultural fusion. Holzapfel notes, “Our brand and narrative will resonate with American consumers who value diversity, inclusion, and sustainable impact.”
A TASTE OF SOUTH AFRICAN WINE IN NEW YORK
The journey to the US will commence with a unique evening in New York before engaging with buyers and industry experts at Vinexpo. On Tuesday, March 7th, 2023, the SA Consulate in New York will host a wine tasting and networking reception for brand owners and importers. At this event, brand proprietors will offer wine tastings and showcase their enterprises.
Petersen remarks, “This unprecedented event features a substantial representation of black-owned brands, focusing on penetrating the US market. Together with Smith-Clarke, we will highlight our organizations’ roles in supporting these brands and our commitment to sustainable development.”
The gathering also provides insight into The Wine Arc, recently featured in the New York Times as a “flagship initiative for market access for black-owned brands.”
EXPLORING THE WINE ARC IN STELLENBOSCH
In Stellenbosch, an intriguing wine tourism hub named The Wine Arc has been gaining prominence. This hub, housing thirteen black-owned brands, officially opened its doors in November 2021. Functioning as a creative nexus for entrepreneurs and budding winemakers, The Wine Arc fosters growth and sustainability while becoming an appealing destination for wine tastings and events.
Petersen elaborates, “The Wine Arc serves as a home for entrepreneurs, facilitating enhanced market access and e-commerce facilities for brands. We look forward to welcoming more visitors, including those from the US, to experience South African wine, share narratives, interact with brands, and commemorate the transformative journey of the South African wine industry.”
