The recently announced ‘brand home’ for black-owned wine brands in South Africa, hosted in the Tasting Room and Cellar Complex at the Agricultural Research Council’s Nietvoorbij Campus in Stellenbosch, has officially been dubbed ‘The Wine Arc’.
The name emphasises the strong character and values of the SA Wine Industry Transformation Unit (SAWITU) and the wine brands that will be participating in this initiative.
The Wine Arc brand also demonstrates unity, strength, quality and consistency and brings together people of all cultures.
“The Wine Arc is a symbol of hope and revival for our wine brands, especially amidst the devastating global pandemic and numerous bans on alcohol sales in South Africa”, says Wendy Petersen, operations manager of SAWITU.
“The authenticity of the brand name was important to us”, says Wendy. “We wanted it to differentiate black-owned brands in the wine industry, unite them as a collective and enable them to build their own legacy based on their culture and background”.
“We also see The Wine Arc as a home of South Africa’s wine industry transformation and not only the home of black-owned brands”, says SAWITU board member, Khumbuzile Mosoma.
The Wine Arc is a vehicle to grow a strong business platform for the individual brands, give them greater access to markets and e-commerce facilities and to reach consumers in an attractive lifestyle setting. It is also a creative innovation hub for entrepreneurs and young winemakers to grow and become more sustainable.
“Good things take time, and although we are excited for the brands to move into The Wine Arc, we first have to make sure that everything is in place and works perfectly”, says Wendy. “We will open in time for the tourist season and look forward to welcome local and international guests to our beautiful new ‘home’”.
For more information about SAWITU, visit www.witu.co.za or follow them on Facebook: @WITURSA; Twitter: @witu_sa or LinkedIn: SA Wine Industry Transformation Unit. Alternatively, contact Wendy Petersen, SAWITU operations manager, at firstname.lastname@example.org.