The three Brandy gurus: Jan le Roux (SFW), Johan Venter (Distillers) and Niel van Staden (KWV International). Martin Malan (Organisation for Wine Producers), Herman Böhmer (Stellenbosch Vineyards) and Don Tooth (Vergelegen and representatives of the Cape Estate Wine Producers  Association) discuss the Wine Industry's VISION 2020 over a cup of tea. Willie Lubbe of the Department of Trade and Industry, Carl Schultz, who represents the Cape Independent Winemakers' Guild, and Stephanus Loubser of the University of Stellenbosch Business School, who are responsible for the Markets and Marketing Study in the South African wine industry. Beyers Truter, as representative of the Pinotage Association, participated in the planning session. To the right is Prof Phillip Spies, consultant in charge of the VISION 2020 investigation.

The Wine and Brandy Strategy Task Forces recently held separate workshops at Elsenburg to get together for the third time.

On both occasions Prof Philip Spies, consultant in charge of the VISION 2020 investigation, gave a short report back about the progress made by the VISION 2020 project:
The WINE INDUSTRY FUTURES 2000 report (WIF 2000) should be completed before the end of 1999. This report will serve as a document for further discussion during the second phase of the investigation, namely the option analyses which will be completed during the first half of 2000. The following sub-reports related to WIF 2000 have either been completed or will be further developed as required.

  • A system description of the South African wine industry (B Kruger and W Pienaar). Refer to the article A logistics system for the RSA wine industry by Barry Kruger in this issue of Wynboer.
  • Markets and marketing in the South African wine industry (S Loubser). In the December 1999 issue of Wynboer Tegnies a general article appeared about the subject, written by Stephanus Loubser.
  • Terroir study for the South African wine industry (J Lombard, F Knight et al). This study will be ongoing.
  • The institutional environment of the South African wine industry (N Vink).
  • The social/community environment of the South African wine industry (S Bekker, M Dodds-Taljaard, J Evert).
  • Statistical time ranges of surfaces planted, cultivars planted, production, consumption, etc. for South Africa and the world (researchers of Vision 2020).
  • Production cost in the wine industry (J Meissenheimer).
  • WINESCAN 2000, an exploration of literature about the wine industry (E van Vuuren).

A strategy for human resources development in the South African wine industry will be launched as a concurrent initiative.

The following are some of the planning issues discussed by the Brandy Strategy task team:

  • Was the brandy and spirits industry, as it exists today, not to a large extent formed by the control structure within the liquor industry Which course of development may be foreseen without control over production
  • What will happen to wine spirits – has it reached the end of the road and will it be replaced by other types of alcohol
  • What about ‘Eau de vie’ as a solution to supply the bottom end of the market with affordable ‘brandy’ Should provision be made for terroir based brandy production along the lines of French cognac
  • What is the so-called ‘marketing problem’ of brandy – is it a ‘market’ problem or is it a marketing problem


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