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Wine industry decision-makers and experts in the wine industry gathered for the second South Africa Wine Summit at the Conservatory in Stellenbosch to address the vital challenges and opportunities of the sector.
Rico Basson, chief executive officer of South Africa Wine, said the South African wine industry stands at a decisive moment. “Our ability to grow and compete globally depends on how we address climate resilience, embrace technology in viticulture, connect with new consumers, and implement sustainable practices across our value chain.”
Less is more
More producer cellars are becoming involved in tourism and have ventured into brand building, but it takes 30 to 50 years to build a wine brand. “Successful producer cellars have adopted the model of less is more. The world doesn’t need more wine. The world needs good quality and value.”
“We do need the US market, and we need to stabilise the trade to the United States. The American market is not South Africa’s largest export market, but it is the market where South African wines are sold for the highest prices,” Basson said.
Diversification and new markets needed
Daneel Rossouw, head of sales agriculture at Nedbank, said the wine industry’s contribution to the South African economy is substantial. “The industry’s value chain contributes around R56 billion annually to the South African GDP, and I am not talking about the multiplier effect that is huge,” he said. The industry supports around 270 000 jobs and is an important player in terms of job creation.
As net exporters, agribusinesses in the Western Cape must diversify and consider new markets, requiring expert advice. This is where banks can play an important role. “Banks are uniquely positioned to maximise profitability and sustainability through technology and innovation. Agriculture is a long-term investment that plays a significant role and is vital to the economy,” Rossouw added.
The future remains fragile
South African wine businesses are facing tough times. That was the message from Nicky Weimar, group head economist at Nedbank. There are strong crosswinds at work, and local and global challenges – from weak infrastructure to uncertain trade policies – make it hard to plan.
Still, there are signs of hope. “Consumer spending is picking up, and incomes are growing again. Better performance at Eskom and the ports are also helping. But the future remains fragile. We are still dealing with global uncertainty, and the rand is vulnerable. Wine businesses must stay alert, plan carefully, and adapt quickly to changing conditions,” she warned.
Stop the arrogance
Dr Ivan Meyer, Western Cape minister of agriculture, economic development, and tourism, said there is hope for agriculture, but acting with urgency and unity was critical. Global politics like new tariffs and tensions with the US could hurt exports of wine and other farm goods. “Half of what we produce is sold overseas. We must protect trade deals like the African Growth and Opportunity Act (AGOA). We cannot afford to lose those markets.”
“One of the things we can do to save South Africa’s relationship with America is to stop the arrogance in South Africa. We are not a superpower. America’s economy is 26% of global GDP. South Africa’s GDP is only 0,6% of global GDP”, dr Meyer said.
2025 a standout vintage
Dr Etienne Terblanche, consultation service manager of Vinpro, called the 2025 harvest “a resilient vintage in the face of tough conditions.” Despite heat spikes, uneven rainfall, and late budding, many producers reported high-quality wines. “The wines show great balance and freshness”.
According to dr Terblanche the industry’s hard work paid off, proving that small, wise choices today can build a stronger future. “It was not an easy season,” he said, “but the wines tell a story of focus, care, and hope. The 2025 harvest showed the power of adaptation. Farmers kept their focus and made small, but smart decisions. That’s what resilience looks like. It’s not about avoiding challenges, it’s about responding to them well.”
Unpacking the South African wine consumer
Brandon de Kock, director of storytelling at WhyFive, shared insights into what South Africans are really drinking, and why it matters. “Younger people are drinking less,” he said, “but when they do, they want quality.”
The consumer class is growing, especially at the top end. That wine still has a strong place, but only for brands that cut through the clutter. “From over 1 000 wine brands, just 4% are doing 80% of the sales,” he warned. His key message is, “Know your customer. Make it easier to choose wine and don’t be afraid to go slowly. Just don’t stand still.” – Hugo Lochner, Plaas Media
