A more resilient and responsible SA wine industry
#SaveSAWine helped create awareness during lockdown.
he South African wine industry will rise up again following one of the toughest years yet, to be even more resilient, resourceful and responsible. The industry had just started recovering from a three-year drought when the Covid-19 national lockdown was implemented, banning all exports and local sales of alcohol for a large part of 2020. “We lost close to R7.2-billion in direct revenue, which left many producers, wineries and related businesses in dire straits, many more individuals without employment and the industry with a large surplus of uncontracted wine,” says Vinpro MD Rico Basson. The road to recovery will be long and hard, but the wine and wine tourism industries remain resilient, celebrating milestones along the way. “Through sound advocacy with government, Vinpro and our industry partners played our part to reopen trade and tourism activities and secure financial relief for certain segments of the industry,” Basson says. Driving exports The #SaveSAWine social media campaign helped create an awareness of South Africa’s exceptional wines across the globe, while Wines of South Africa and Wesgro continuously drive various initiatives to grow exports. Wine tourism workers received financial support from the Western Cape Department of Agriculture, while Vinpro presented a series of direct-to-consumer workshops and launched a wine tourism skills audit which will guide further development and training in 2021. Wine grape producers and wineries are also
improving efficiencies and re-evaluating their business models, while Vinpro and its industry partners are facilitating programmes to balance supply to bring about greater price stability. “For the wine industry to be sustainable, it also needs to drive responsible production, trade, marketing and consumption of alcohol,” Basson says. Apart from comprehensive educational programmes and campaigns by the alcohol industry body Aware.org (Association for Alcohol Responsibility and Education), the industry has also joined hands with government, civil society and labour to change behaviour through targeted interventions which address foetal alcohol spectrum disorder, drinking and driving or walking, underage drinking, community formalisation and binge drinking. About Vinpro Vinpro represents 2 500 South African wine grape producers, cellars and wine-related businesses, while providing strategic direction, rendering specialised services and driving people development.
Contact details Vinpro Tel: +27 21 276 0429 | Email: firstname.lastname@example.org | Website: www.vinpro.co.za
WESTERN CAPE BUSINESS 2021