THE BUYING POWER OF BLACK WINE CONSUMERS

Black consumers are exploring the category of wine with enthusiasm and certainly have the buying power to support their growing interest. But is there a disconnect between these consumers and the industry?

To find out, Vinimark hosted a webinar with a panel of wine brand owners, marketers, and retail specialists. They had a thought-provoking dialogue around what South African wine can and should be. Suggestions for authentic connection were shared that could address the low level of trust between black wine consumers and the wine industry. All panellists agreed that it is imperative to put the customer first and take the time to understand and really connect with the community before you try to sell your brand. Learning happens from within communities, so connect and establish relationships of trust before you sell.

It is actually quite simply about the good old school values of community, trust, relationship, connection, involvement and telling truthful and authentic stories.

The discussion was chaired by wine journalist and creator of HanDrinksSolo, Jono Le Feuvre, and our panel included:

Thapelo Mokoena – Owner of Nero Wine Brand – a joint venture with Bosman Family Wines

Mnikelo Mangciphu – Morara Wine Emporium and co-founder of Soweto Wine Festival

Mariette du Toit-Helmbold – Owner of Destinate & co-founder of the Joburg Wine Club

Tshepo Mphela – Vinimark National Key Accounts Manager – Grocers

Palesa Mapheelle – Marketing specialist and co-founder of the Wine-ish team

WATCH THE WEBINAR ABOVE