Edition October 2024

South African women winemakers are making an exceptional contribution to the wine industry through their innovative and diverse offerings.

This was demonstrated by over 70% women winemakers   who were featured during the 2024 Proudly South African (ProudlySA) Local Wine Expo held at the Prison Break Market in Johannesburg recently.

The local wine expo offers a valuable market access opportunity for entrepreneurs in the retail chain of the wine sector.

A standout aspect of the event was the dedicated buying session, which allowed retailers, hoteliers and restaurateurs to connect directly with winemakers and secure shelf space for local wines.

This initiative proved highly effective, fostering valuable connections, and boosting the representation of locally produced wines in retail outlets.

The enthusiasm for the showcased wines was evident, with a notable number of brands selling out by the second day of the three-day expo. This strong demand underscores the growing consumer interest in high-quality, locally produced wines and the expanding market potential for these products.

Gauteng Economic Development MEC Lebogang Maile described the expo as an occasion for celebration and a testament that localisation works when citizens support local entrepreneurs and their businesses.

“This is an important event for us as the department, and as a provincial government that is committed to building and strengthening a local economy that grows in the hands of the people,” said Maile.

Economic development

He added that the wine industry is a fundamental pillar in South Africa’s economic framework.

“It is a significant contributor to the gross domestic product (GDP), generating an economy-wide contribution of R56.5 billion. This translates to 1% of   the country’s GDP at market prices,” he said.

He stated that in 2023, the wine industry accounted for roughly 1.30% of the country’s total tax revenue. It has also been a robust driver of employment, creating 270 364 job opportunities across various sectors.

The industry currently employs 1.8% of the total workforce. He said for every R1 million of sales revenue in the wine industry, 7.51 formal and informal jobs are supported.

The MEC acknowledged that unemployment is one of the biggest threats to the future of the country, because it signals an economy in distress.

“In such an economy, infrastructure development and foreign direct investment become very difficult. Furthermore, the revenue that the State can generate from the industry makes it possible to invest not only in infrastructure but also in social services that build stronger communities,” he said.

Women empowerment

MEC Maile said the significance of the industry goes beyond financial and economic benefits. For the departmet,   it plays an important role in fostering inclusivity and redressing historical injustices.

He added that one of the department’s key strategic objectives is to promote employment equity to ensure that black people, women and persons with disabilities are represented in the public and private sectors, and in the professions and artisanal sectors towards the growth of a vibrant, non-racial and nonsexist middle strata.

“We deem this as critical not only to the development of the Gauteng province, but to national development broadly.

The local wine industry is playing a crucial role in the empowerment of women and youth. We are seeing an emergence and growth in predominantly black women-owned wine brands,” he said.

Black women are playing a significant role in the viticulture space that has historically been dominated by White males. This is an important intervention in redressing the historical disenfranchisement that has continued to characterise the country.

“One of the key benefits of supporting Black women is that in so doing, we are also strengthening heritage and culture, which are crucial facets of economic development,” he explained.

He referenced Aslina Wines, owned by South Africa’s first Black woman winemaker Ntsiki Biyela. Named after her grandmother, the wine beautifully blends Zulu culture and heritage with traditional winemaking techniques.

“Even in its branding, which features a calabash, heritage is being preserved. This speaks to how inclusivity in the wine industry, which the Gauteng Department of Economic Development is actively supporting, addresses issues of cultural and heritage preservation, among other things,” he added.

He said the department will continue to support the local wine industry in the province through strengthening the regulatory environment as well as the provision of technical and financial support.

“We support responsible drinking and will continue to ensure that the consumption of alcoholic beverages promotes healthy socialising and coherence. Furthermore, as part of our township economy development objective, we will continue to invest in viticulture in townships, where we are confident that in the near future, agro-processing and manufacturing activities related to wine will be strong.

“I have no doubt that in my lifetime, I will attend an annual Proudly South African Local Wine Expo in a township, and that those showcasing there will be dominantly young, female, people living with disabilities and Black,” he said.

Speaking at the event’s media briefing, First National Bank Marketing Segment Head Katlego Mahloane emphasised the importance of uplifting and supporting not only local winemakers but the community as a whole.

“We need to hold each other personally accountable so that we can turn the tide of unemployment and poverty in our country,” he said.

Proudly SA Chief Executive Officer (CEO) Eustace Mashimbye said the expo tremendously exceeded expectations.

"The presence of so many talented women winemakers and the enthusiastic response from both attendees and retailers highlights the strength and promise of our local wine industry," he said.

Restaurant Association of South Africa CEO Wendy Alberts note that South Africa is internationally recognised as a wine platform for the rest of the world.

“ The wine route is idyllic and a greatest tourist attraction to our country. Wine tourism contributes significantly to the South African economy as it generates an estimated R5 billion and serves as one of the largest job creators in the hospitality industry,” she said.  

South African wine industry snapshot

South Africa is renowned for its diverse wine industry, contributing significantly to the global wine market. As of 2023, South Africa ranked as the 9th-largest wine producer in the world, with approximately 1.3 billion litres produced annually.

The industry has seen continued growth, with wine exports reaching over 400 million litres in recent years. The country is recognised for its unique terroirs and has been acclaimed internationally for its Chenin Blanc, Pinotage and other varietals.

For more information, visit www.proudlysa.co.za, email: info@proudlysa.co.za or call: 011 327 7778.