For two years, Sinbad Wines remained an idea in the making. Sindile Kama, the founder of Sinbad Wines, took his experience in the liquor industry and turned it into something of his own.
However, Kama will be the first one to tell you that Sinbad Wines is more than just a brand. The name carries his history, a reminder that his path was never meant to go in just one direction.
Kama was born and raised in Mqanduli, Eastern Cape, and from an early age, sports played a significant role in his life. Although he became a teacher, his passion for football remained strong, with time spent playing for teams like Umthatha Liverpool and having trials with Umthatha Bucks.
He remembers the advice from his late brother: “He told me to focus on my studies instead of pursuing professional football.”
Kama is grateful for that advice, which led him to the University of Transkei where he earned a bachelor of education degree. “My football career was a huge part of my life,” Kama shares. “I was part of the development Olympics squad for the Barcelona Olympics in 1992.”
However, the path took an unexpected turn when he missed the chance to compete. “I was supposed to go to Spain, but I only found out about it in June 1992 when I saw my name on TV among the athletes chosen for the Olympics. The sports master never told me.
“For years, I couldn’t talk about it without feeling emotional. That opportunity could have changed my life completely.”
He admits that it’s only recently – about two years ago – that he has been able to share this story without crying.
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Turning passion into legacy
Kama has worn many hats throughout his life. He is a former teacher turned insurance leader and later ventured into IT. In 2012, he opened a shisanyama in Gugulethu.
Then in 2017, he took the leap and cut the cord with his corporate career.
His wine brand took two years to come to life, involving extensive research, including farm visits. He eventually found the perfect fit for his wine brand in Franschhoek at The Rickety Bridge in the winelands. They produce shiraz and blanc while working on adding a rosé to his range.
He manages most of the advertising work, not just for his wine brand but for his broader business ventures.
Sinbad Wines has found its way into various events, from parties and traditional ceremonies to golf days and gala dinners. “My family is doing an amazing job ensuring that Sinbad Wines is available at many of these events.”
He says his wife ensures the brand reaches every corner of Cape Town, while his daughter, Thuli, sees that the wine is also well-represented in KwaZulu-Natal.
They offer both sweet and dry wines. Sinbad Wines pairs perfectly with a cheeseboard, meat or fruit platter, and goes well with dinner or a braai.
Marketing Sinbad Wines
Speaking to Food for Mzansi about the marketing and branding of Sinbad Wines, Thuli says that while her role is more market-focused, the family, especially her siblings, handles most of the word-of-mouth efforts. Thuli focuses more on KwaZulu-Natal, where she targets restaurants and nightclubs.
“I’ve tried working with local shisanyama spots, but it hasn’t worked out in some of them,” she says.
She adds, “It didn’t make sense to some – getting three glasses out of it without a box and the price.”
Thuli also mentions that a lot has been invested in the branding of Sinbad Wines. The brand sells itself through its presentation, she says.
Kama notes that getting his wine into liquor shops has been a struggle since producing his first bottle in 2019. He adds that marketing wine requires a significant budget, which can be costly.
“You need a lot of things: burners, flyers, attending events, hosting launches… building brand visibility takes a lot of work,” he explains. “As a golfer, I try to bring my brand into the sport for exposure.”
Despite these efforts, Kama still faces challenges getting his wine into retail stores.
Kama’s tips for aspiring entrepreneurs:
- Set a clear goal and keep nurturing it.
- Don’t fear failure; keep refining your approach.
- Consistency is crucial to building success.
- Focus on creating a unique and standout brand.
- Stay true to your vision, and don’t water it down to please everyone.
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