New York City will soon welcome the biggest group of black-owned South African wine brands to ever participate at Vinexpo America, the leading international wine exhibition in North America.
Sixteen black-owned brands have been hand-picked to represent Mzansi’s slowly but surely more diverse wine industry. This trade-only expo, convening the world’s top-producing wine regions, will be hosted from Wednesday, 8 to Thursday, 9 March 2023 at Manhattan’s Jacob K. Javits Convention Centre.
In the joint initiative by Wesgro, the official tourism, trade, and investment promotion agency for Cape Town and the Western Cape, the SA Wine Industry Transformation Unit (Sawitu), and the department of trade, industry, and competition, the percentage of black-owned businesses participating at Vinexpo America will be significant.
Importance of the US market
“The US market has always been a high priority market for South African wine brands,” says Wendy Petersen, executive manager of Sawitu. “However, market access to the US has been a challenge for several decades. In the last few years, though, a concerted effort has been made to engage with this market.”
Sawitu’s partnership with Wesgro on the US initiative is a result of increased market access through Wesgro’s Export Advancement Programme. The programme’s head, Nadine Smith Clarke, has been instrumental in driving the process, as well as trade and promotions activities for South African brands in the United States market.
“The Vinexpo America event will build on the work that has already been done and will allow brands to engage with importers, buyers, retailers, and journalists to showcase their award-winning wines and new products,” Petersen adds.
Flying the SA flag
The 16 black-owned brands participating at Vinexpo America will be 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 of Thokozani is hopeful about sharing the story of their brand, which is owned by 65 farmworkers. She says, “Listing Thokozani in the US and sharing its story of transformation, empowerment, and award-winning wines will be our biggest achievement.”
Two women entrepreneurs, Lesego Holzapfel and Ezanne Gouws-du Toit of Khai Wines, look forward to introducing their wine brand to a foreign audience.
“We believe our brand and story will resonate with many American consumers who value diversity, inclusion, and sustainable impact,” says Holzapfel.
A taste of things to come
Before the official Vinexpo America event, the South African consulate in New York will host a wine-tasting and networking reception for brand owners and importers. This will be the first event of its kind with such a substantial number of black-owned brands participating and a very specific focus on entering the US market, according to Petersen.
At the reception, brand owners will offer tastings of their wines and showcase their companies. Petersen and Smith-Clarke will also present their organisations’ roles in assisting these brands, as well as the work they do towards sustainable development. Guests will also learn more about The Wine Arc, featured in a recent New York Times article as “a flagship initiative for market access for black-owned brands.”
The Wine Arc is a popular wine tourism destination featuring 13 black-owned brands that opened its doors in November 2021 in Stellenbosch. As a creative innovation hub for entrepreneurs and young winemakers to grow and become more sustainable, The Wine Arc is building a reputation as an exciting destination for wine tastings and events.
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