Over the past two decades, black wine entrepreneurs have established brands, farms, cellars and wine tourism destinations, often in an industry where access to land, vineyards and infrastructure has historically been a barrier to participation.

South Africa Wine currently works alongside 107 black-owned wine brands and approximately 80 wine grape-growing enterprises. Eleven cellars are at various stages of development, while another 11 businesses already offer, or are moving into, wine tourism.

New stories and new consumers

The emergence of black-owned wine brands coincides with changes in the South African consumer market. Wine is enjoyed by a broader group of South Africans, with consumers showing interest in the people and stories behind the labels.

“Wine plays a big part in how South Africans celebrate milestones, share meals with family and friends, explore our country’s hospitality and connect over stories of people and place,” Karin says.

The geographical spread of these entrepreneurs is also significant. While wine production remains rooted in the Cape winelands, entrepreneurs now come from provinces including KwaZulu-Natal, Gauteng, North-West, Northern Cape, Eastern Cape and the Free State. Many source grapes or wine from different regions, creating brands that showcase the diversity of South African wine.

For consumers, representation can matter when making purchasing decisions. Karin says people want to know who made a wine, what inspired it and the story behind the bottle.

“Representation is not about replacing one story with another. It is about telling the complete story of South African wine and recognising that excellence comes from many different journeys.”

From making wine to building businesses

The challenge facing emerging black-owned brands is no longer whether they can produce quality wine. That has already been demonstrated. The more difficult task is building commercially sustainable businesses.

Access to finance, working capital, affordable production facilities, routes to market and distribution remain significant barriers. Entrepreneurs who do not own vineyards or land may need to source grapes and wine while building their brands, managing cash flow and developing markets.

The wider industry has a role to play. South Africa Wine’s enterprise development work is supported through the statutory levy, while government, development finance institutions and commercial partners contribute through mentorship, investment, market access and business development support.

The next step, Karin says, is greater commercial integration. This includes creating procurement opportunities, establishing supplier relationships, increasing shelf space and strengthening tourism networks. The aim is to create an industry where businesses of different sizes can participate and grow.

Measuring success

Success should ultimately be measured by the sustainability of the businesses being built.

That means companies creating employment, exporting wine, welcoming visitors, investing in vineyards and cellars, acquiring farms and mentoring others. Commercial performance remains central.

“Making wine is one thing, selling it competitively is what underwrites success,” Karin says.

There are already signs of progress. Karin points to Natasha Love of Ebenhaeser, who became the first woman wine grape farmer in her community to achieve WIETA certification on less than two hectares of vineyards. Five years ago, none of the businesses in South Africa Wine’s network were WIETA-certified. Today, 15 have achieved certification.

Other milestones include businesses becoming 100% black-owned, entrepreneurs establishing wine tourism destinations and producers growing into internationally recognised exporters. Koopmanskloof, for example, has become one of the world’s largest individual Fairtrade wine exporters.

Creating the conditions for growth

South Africa Wine’s role is to help create the conditions in which entrepreneurs can build sustainable businesses.

“We don’t build businesses, entrepreneurs do,” Karin says. “Our role is to leverage opportunities, connect the right partners, facilitate access and, where possible, reduce the risks that often prevent promising businesses from reaching their full potential.”

Support includes business mentorship, enterprise development, market access, technical assistance, strategic partnerships and access to funding opportunities. South Africa Wine also works with government, financiers, retailers and industry partners to improve understanding of the wine value chain and the realities facing developing businesses.

The Wine Arc is one example. It has developed beyond an incubation hub to provide black-owned wine brands with visibility, credibility and a recognised place within the South African wine industry, while creating opportunities for market exposure and commercial growth.

Around one-third of the black-owned wine brands within South Africa Wine’s network are women-owned, with more entrepreneurs investing in vineyards, establishing cellars and developing wine tourism experiences.

Karin’s goal is ultimately to see businesses become commercially sustainable and no longer require development support. Success is therefore not simply about how many programmes are offered, but how many sustainable businesses are built.