Changing Face of Wine Patrons

Long gone are the days when wine-drinking was the pursuit of a certain demographic, a certain age group and a certain culture. Some traditionalists may lament the manoeuvres of a romantic-industry becoming approachable and accessible. However, we find it heart-warming to see the spectrum of wine consumers broadening.

This shift has been evident in the changing demographics of festival-goers in the Western Cape, with the latest Soetes & Soup Festival in Breedekloof being no exception. Change is in the air, or shall we say, in the nose, and it’s not the vintages adding a different flavour to South Africa’s wine industry. The broad tapestry that is South Africa’s diverse populous is coming out in force more readily; it is adding a richer dynamic to wine appellations that were previously perceived to be overtly conservative and monocultural.

This diversification is excellent for the wine regions in question; it diversifies the tourism offering as customers become broader in their amenity needs, it adds multiculturalism to lesser-known districts and forces wine producers to think broadly, creatively and become more innovative.

It doesn’t help only empowering the staff associated with the production of wine, as is the case with FairTrade; consumers of all backgrounds need to feel welcome if a brand is to be perceived as “progressive.” Du Toitskloof has always prided itself on being “progressive.” Thus, our utter joy in seeing the tapestry of whom we welcome into our cellar doors and at our tasting-stands becoming more varied. Slowly but surely, we are becoming a universal brand with universal appeal.

The most successful tourism brands in the world are those that are known as “diverse and welcoming destinations.” It is not the exclusive, aloof and single-minded destinations that warm the hearts of potential visitors. It’s this reason why a city like Riyadh does not attract the same numbers as Dubai does.

This is what we’re aiming to achieve be diversifying our offering, including enlarging our deli, improving our landscaping and tasting room, adding adventure-tourism options and broadening our wine offering with the likes of Quest and Cape Beach Club. We want you to feel welcome in our ‘home’ and we want you to enjoy our fruits-of-the-vine whilst building fond memories. No matter your origin, hue or language, we want you to become part of the Du Toitskloof family. The more the merrier!

FacesofDTK-Jul2013Blog copy

 

By: Andres de Wet

Community Clinic Launched for DuToitskloof Labour

Fair Exchange rural clinic on opening day

Fair Exchange rural clinic on opening day

On 13 May 2013, Fairhills Project, DuToitskloof Wines’ Fairtrade empowerment project, opened the new community clinic adjacent to the improved Lorraine Primary School. This project will complete a consolidated community service node, in this proximal location for associated farm labour. 

Together with a generous R720,000 grant from WM Morrisons and cooperation with our cellar, Fair Exchange and Origin, The mobile healthcare unit and Fair Exchange clinic was launched to much fanfare this Monday. The grant was handed over to the Fairhills Project by representatives from WM Morrisons United Kingdom.

Not only will Lorraine Primary now cater to all learners from grades one through seven, quality primary medical services will be available to all Fairhills’ farm employees, free of charge. This development expands the services on offer within this innovative empowerment project, which already includes psychological services, day-care facilities, above-standard housing, green-energy for heating and quality primary education services.

The community library will be moving to the new facility, to make way for an expanded and heavily-utilised community computer centre. This state-of-the-art facility is not only available to all learners, but provides the community with access to information technology and doubles as an adult-learning centre. The new infrastructure is fully air-conditioned, with the Western Cape Dept. of Health assisting with equipment, maintenance and logistics at the new clinic.

The clinic boasts a sick-bay with television and all primary medical equipment, a consultation room, a waiting room, administrative office and full bathroom facilities. The clinic sports a unique mobile healthcare centre; fully equipped and on wheels, this innovative concept brings healthcare to each producer farm within the Fairhills’ family.

The relocated library provides the same quality services the project members’ have become accustomed to, including up-to-date computer technology, multi-media tools and even, two PlayStation ports for the young-ones.

Landscape improvements are also being implemented to address the secondary, but important aspect, of an attractive and livable community, building pride-of-place. Outdoor play-spaces for the learners are being improved, with miniature sports courts being constructed and lush lawns lined with trees, being planted.

DuToitskloof Wines, with the continued hard work of their Fairtrade project, Fairhills, continues to improve the lives of rural people each year.  We trust the new facilities will assist in addressing social ills, provide improved healthcare, foster skills development and ensure quality education for the community. All this, to build a brighter, empowered future.

By: Andres de Wet

Security improvements and signage for the Library and Medical Centre

Security improvements and signage for the Library and Medical Centre

Our computer centre, undergoing duplication.

Our computer centre, undergoing duplication.

New developments, courtesy to some great partnerships.

New developments, courtesy to some great partnerships.

Our relocated library

Our relocated library

Corridor to the Waiting Room (foreground) and Consultation and Sick-Bays (background)

Corridor to the Waiting Room (foreground) and Consultation and Sick-Bays (background)

Yes, a PlayStation (one of two) for the young ones.

Yes, a PlayStation (one of two) for the young ones.

Installing a unit for our fully air-conditioned clinic and library

Installing a unit for our fully air-conditioned clinic and library

WM Morrisons, Origin and FairTrade opening the new clinic for the Fairhills DuToitskloof empowerment project

WM Morrisons, Origin and FairTrade opening the new clinic for the Fairhills DuToitskloof empowerment project

The generous grant from WM Morrisons being handed over.

The generous grant from WM Morrisons being handed over.

The mobile healthcare unit, bringing care to rural communities, when and where they need it.

The mobile healthcare unit, bringing care to rural communities, when and where they need it.

Some of our little beneficiaries (Fairhills Creche) welcoming the guests in a way only they can!

Some of our little beneficiaries (Fairhills Creche) welcoming the guests in a way only they can!