Upon learning that the first wine boutique at Cape Town International Airport is proudly owned by a black-owned wine brand, Food For Mzansi assistant editor Duncan Masiwa couldn’t resist exploring the buzz. Amidst the bustling crowd of travellers, he took his first sip of the La RicMal Wine Boutique’s charm and elegance.
La RicMal’s debut of a boutique wine store at Cape Town International Airport marks a significant milestone not only for the wine industry but also for the advancement of black-owned wine brands and the year-long endeavours to diversify the agriculture sector.
Vibrant exhibits highlight the variety of regions and wine varietals across the country, creating an immersive experience in the store unveiled this week. The subtle notes of jazz music, complemented by an elegant chandelier hanging from the ceiling, transport visitors away from the hustle of the airport – providing a momentary escape in one of Africa’s busiest travel hubs.
The boutique’s display of fine wines is reminiscent of a feature in a glossy wine magazine. I am welcomed by Malcolm Green, one of the visionaries behind this wine boutique. He owns La RicMal Wine, along with his son, Ricardo.
The airport debut is a significant victory, closely following a partnership with the Shoprite Group, which now offers La RicMal wines at the group’s supermarkets across Africa.
An unparalleled wine experience
Green gestures proudly at the scene around us. “We’ve elevated wine to the highest level of housing. This boutique is a tribute to our respect for the product and the industry,” the proud father says, smiling.
A 65-inch TV screen mounted against the wall transports guests on a visual journey through the lush vineyards, scenes of winemaking, and sun-kissed landscapes of the Western Cape. Rows of wine barrels atop a shelf proudly display some of the best wines South Africa has to offer.
“We have focused on the best South African wines have to offer. There are 50 different wine brands in one wine boutique. You have a choice between a R2 000 bottle of wine to a R120 bottle of wine. In time to come, you can even buy a wine tour here,” Green shares.
Apart from La RicMal Wine, some of the other wine brands found here include Groot Constantia, Anthonij Rupert, Tokara, Diemersfontein, De Grendel, Kleine Zalze, Landskroon, Beyerskloof, and many more.
Their strategically placed wine boutique ensures that these wine brands are exposed to tens of thousands of local and international travellers every day, Green adds with excitement.
“International travellers will look at the wine boutique and think, ‘Wow, South Africans love and respect their wine.’”
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Creating a new concept
Their journey began years ago when they identified the necessity for innovation in their family-owned wine business.
In 2018, the duo looked at their business strategy and recognised the need for a fresh approach. On one side, a robust retail market was in place, while on the other side, they were exporting thousands of their bottles to international markets.
“We knew that we needed a tangible move, something different and something new to report back to La RicMal.
“We might be the owners, but we have to report back to La RicMal. The company wants to see us perform. Every morning I must do something new. If I am not doing something new, I am of no value to La RicMal. Then I’m stealing money from my business.
“In 2018, we decided to look for high-traffic areas that don’t know about wine. We conducted a survey asking where high-traffic areas are and where no one is focusing on wine,” Green explains.
This brainstorming led them to Mzansi’s airports, where they saw the potential to introduce a new concept in the wine industry.
Five years later
The road to realising their dream is not without its challenges. Convincing Airports Company South Africa of their vision required patience and persistence. But eventually, their dedication paid off.
“Nothing worth having is too long to wait for. The question is, do you believe in what you are waiting for? If you believe what you are waiting for has merit and is a game changer, you will wait for it. I also believe that what is meant for you, you will get it,” he says.
I cannot help but sense the deep-rooted faith and family values that guided their business journey. “Everything I do, comes from God,” Green reflects with gratitude in his voice. “And my family has been my rock throughout.”
With their boutique now a beacon of South African wine excellence, La RicMal Wines is set to leave a lasting impact on Mzansi’s wine industry.
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