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

Writing the Climate

This article is one of schizophrenia, tackling the seemingly unrelated topics of wine-writing and climate change. Du Toitskloof Wines launched its own Wine Writer of the Year Competition on July 5th. The topic chosen was “The consequences of climate change for the South African Wine Industry.” Someone decried over Twitter that the subject matter was dry. Correct sir, reduced rainfall and excessive heat is very dry indeed.

 

Summer heat waves becoming unbearable & destructive
Summer heat waves becoming unbearable & destructive

I understand what he meant.  However it became clear, few urbanites realise how bad things could get by 2050. Some city-dwellers only realise the impact the climate has on them, when the municipal taps run dry and agricultural produce prices skyrocket. Few realise this topic is the biggest long-term concern for the industry. Short-term issues like land-tenure legislation and labour relations weigh heavily on the minds of the wine industry; but no other issue could cause a literal viticultural apocalypse, like the aforementioned.

Du Toitskloof wants to be associated with sustainable agri-business practices, hence being a proud FairTrade member. Being associated with creative talent giving the industry and wine-consumer perspectives on all-that-is-wine, is another passion. Thus, we’ve created the perfect marriage of topic and project in Wine Writer of the Year.

Many wine-educated people know basics like: Pinot noir prefers cooler regions than Pinotage does. However, what we need to know in the South African Wine Industry is: what will happen twenty to thirty years from now? How will the weather patterns change? Where will vines still be grown and where not? Will Pinot noir still thrive in coastal areas, or will our future climate render it impossible? Will interior districts still be able make quality Sauvignon blanc? The biggest question: Will we still have seasons and enough water?

Whether we like it or not, grapes are Vitis vinifera, a deciduous vine species endemic to Europe and Asia-Minor, originally found from Morocco and Portugal in the south, to Germany in the north and northern Iran in the east. This area has seasons, its nominate climate is wet and cool winters (with snow in the north of the range) and drier, warm summers. If Vitis vinifera loses its seasons, it cannot thrive. It’s a deciduous plant: no winter, no fruit and like all things, no water… death!

South Africa’s wine regions are particularly vulnerable. Situated precariously around 34°South at the mild tip of an otherwise, very hot continent. There isn’t anywhere to go, but into the Southern Ocean, and Vitis vinifera and kelp are not good companion plants. Unlike Europe, South America or even Australia, there isn’t any land further from the equator to migrate towards. Basically, climate change could force the winter-providing, rain-laden cold fronts south of the continent, as the sub-tropical high pressure system strengthens and moves poleward. If this happens, is the gig up? Does the Cape’s favourable Mediterranean Climate cease to exist and become sub-tropical semi-arid? If it does happen, how long do we have left?

Already, snow levels are rising annually, rainfall is increasingly unpredictable, summer heat-waves are getting unbearable and heat-incursions into mid-winter are becoming commonplace. Autumnal colour-change and leaf-drop is becoming more erratic and dull and early-budding more problematic.

This is where the wine writers will be of extreme value. Many of these questions have not been answered. Much of the science, the climatic analysis and agriculture economics have not yet been fused into a cohesive whole, for easy digestion by the South African Wine Industry. The industry can see things are changing, but few answers or insights are forthcoming on this hot-potato topic.

Du Toitskloof has turned up the metaphorical heat on South Africa’s scribing talent. We trust we’ll get some takers and they’ll provide us with some sorely needed knowledge on this “hot” topic. The goal is fostering creative talent and becoming a custodian of knowledge. R30,000 is one small step for wine writers and one giant leap for an industry seeking answers to such a grave concern.

By: Andres de Wet

Wine Writers’ Competition details, log on to: http://www.dutoitskloof.com/pagelist.aspx?CLIENTID=1088&Type=Wine%20Writers&Title=WINE%20WRITERS%20COMPETITION