Brunhilda Brinkhuis never envisioned herself in the wine industry, yet today she stands as a pivotal figure in transforming South African viticulture. As the enterprise development coordinator at South Africa Wine, her work is not just about wine; it’s about fostering inclusivity, supporting black-owned brands, and driving meaningful change in a historically complex sector.
Brinkhuis’ foray into the wine industry was not a planned move. It began when she and her family relocated to Paarl for her husband’s job opportunity.
Seeking a local position, she applied to work at the South Africa Wine’s transformation unit and, despite having no prior experience in the wine sector, secured the job in April 2019.
“I knew nothing, absolutely nothing about drinking wine. I didn’t know what a cultivar was, I didn’t even know that you get different types of vineyards,” Brinkhuis explains.
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Embracing the unknown
Upon entering the wine and agricultural space, Brinkhuis faced a steep learning curve. She recalls her initial ignorance about wine varieties, vineyard types, and the intricacies of the industry.
The challenge was immense, as she needed to grasp not only the agricultural aspects but also the enterprise development funding, market access, and the myriad challenges faced by brands and farms.
“For me, the biggest challenge was grasping the concept of the wine industry as a whole. You need to know the ins and outs of the business. You need to understand the challenges that the brands and the farms are facing in order for you to kind of assist them,” she says.
One of the most eye-opening aspects for Brinkhuis was understanding the struggles within the wine industry. While wine often appears glamorous to outsiders, the reality for many brands and farms is far from it.
Her role required her to delve deep into these issues to effectively assist and support the enterprises under her guidance.
“Wine is such a fabulous and glamorous thing on the outside but seeing it from the inside and the challenges that come with the fabulous and glamorous outside, was an eye-opener,” she says.
Interestingly, Brinkhuis does not drink wine. This might seem paradoxical for someone so deeply embedded in the wine industry, yet it has not hindered her success.
For her, the essence of the wine brands she supports lies in their stories and the quality of their products.
“For me, in my space, I don’t need to taste the wine in order to know that it’s a good product. I think the story of our wine brand itself is a unique story to tell. It’s unbelievable,” she says.
A day in wine administration
Her workday is often full of surprises. She starts early to avoid traffic, arriving at the office around seven. “I like to get to the office really early. I hate traffic, so I leave home at 6:30 am.”
Her mornings begin with coffee and a quick check-in, but no day ever goes entirely as planned, she says.
“A typical day at the office is starting [with a ] checklist, getting everything in order, and making sure that I tick off everything on the list, but there are days that it doesn’t always go to plan.”
Her responsibilities range from administrative tasks to preparing for and attending exhibitions, managing budgets, and overseeing grant funding communications.
Brinkhuis’ tips to work in the wine industry
For young people who are interested in entering the agricultural industry, Brinkhuis offers sage advice:
- Research extensively: Understand the industry, speak to established brands, and learn from their experiences.
- Quality over quantity: Focus on producing high-quality products rather than trying to do too much at once.
- Network: Connect with industry bodies and attend exhibitions and shows to gain insights and build relationships.
- Be open-minded: Try new approaches and be willing to experiment. Success often comes from unexpected place.
- Understand marketing: Develop a unique marketing strategy that suits your brand. Use social media effectively and tailor your approach to your target audience
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