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!
By: Andres de Wet