While Covid-19 has inspired a new generation of black winemakers, Vinpro MD Rico Basson has urged black entrepreneurs to also explore other opportunities in the greater wine value chain.
In an interview with Food For Mzansi, Basson bemoans the slow pace of transformation in South Africa’s wine industry.
He says, “We’ve traditionally looked at farm level, which is probably the most difficult [to achieve]. It’s a capital-intensive thing to change. The reality is that, if we look at 51% and up [in terms of black ownership], only between 3% to 4% is transformed.”
Basson believes, instead, an easier approach would be to transform the wine value chain.
“We need black label companies. We need black bottle companies. And then also the people element. We are not placing enough emphasis on the huge change that we’re seeing on talent and new people of colour coming into the industry.”
While this doesn’t change the fact that not enough black people actually own wineries, the Vinpro boss believes it will go a long way in bringing new hope to the Covid-19-battered industry.
“[Ownership changes] will have to either come with huge funding, which is limited at the moment, or growth. This is part of our conversation to revive and grow the industry.
“[With a] value chain approach [it] is probably easier to start downstream and work your way back to a farm than doing it the other way around. Having said that, we’ve got a number of brilliant projects and we need to keep on supporting them to ensure they become sustainable.”
High demand in taverna market
Meanwhile, Basson has welcomed the many black-owned wineries that were launched in recent years, particularly in the wake of the Covid-19 pandemic.
“Look, a winery and winemaking are capital intensive. How do you scale this? To be client-oriented you need more than two bottles. You will need a couple of thousand.”
Vinpro is most excited about a greater demand for wine in the taverna market.
“We always talk about the missing middle in the domestic market. This would be wines selling at R50 to R70. We are trading lower than that at the moment. With the right focus, these black brands [can succeed] with inclusive growth and transformation and a strong client focus in new channels. That’s exciting. There’s a lot of benefit that can come from that.”
Transformation in the wine industry was also a hot topic at the recent Nedbank Vinpro Information Day. Ronald Ramabulana, chairperson of the SA Wine Industry Transformation Unit, says Covid-19 has opened up dialogue between the industry, government, labour and civil society.
This could leverage support for initiatives aimed at fast-tracking inclusive and sustainable growth.
“Enterprise development will be a core focus area in 2022, while learning and development initiatives will ensure that we not only attract the right talent, but ensure that they have the right skills to match our needs. I would also like to see all South African wines coming from farms that are socially compliant.”
Basson’s vote of confidence follows a recent Food For Mzansi article in which brewmaster Apiwe Nxusani-Mawela says Covid-19 gave birth to a new wave of consumers seeking black-owned alcoholic products.
ALSO READ: ‘Mzansi craves black-owned craft beer and wine’
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