In March 2024, amidst the bustling energy of ProWein, I sat down with Maryna Calow, Communications Manager at Wines of South Africa (WOSA). Over a lively conversation, we delved into the evolving identity of South African wines on the global stage, WOSA’s strategies for promoting its vibrant wine culture, and the critical role that sustainability plays in shaping the industry’s future. As someone at the helm of WOSA’s storytelling, Maryna offers a unique perspective on how South Africa’s rich heritage and forward-thinking approach intertwine to carve its path in an ever-competitive global market.

Malvika Patel (MP): Maryna, thank you for speaking with us today. South African wines have garnered international acclaim, yet there seems to be an ongoing challenge in amplifying their global presence. What initiatives is WOSA implementing to address this?

Maryna Calow (MC): Thank you for having me, Malvika. Indeed, South African wines have a rich legacy and exceptional quality, but the competitive global market demands continuous innovation in marketing and outreach. At WOSA, we focus on targeted promotional campaigns in key markets, such as the U.S., UK, Germany, and China. We’ve also launched digital initiatives, including virtual tastings and social media storytelling, to engage younger consumers and wine enthusiasts worldwide.

Image: South African Wineries that won medals at the2024 London Wine Competition - (L-R) Arenite Syrah 2019, Alto Rough 2021, VREDE Vineyard Select UNLABELLED WINE 2021, Leopards Leap Shiraz 2022, Mara Nyekundu 2022.

MP: Speaking of digital efforts, how are these initiatives translating into measurable results?

MC: Great question. The digital campaigns have significantly increased brand awareness. For example, our #DiscoverSAWines hashtag generated over 10 million impressions in the past year alone. In addition, the virtual tastings have allowed winemakers to connect with consumers and trade professionals directly, fostering deeper appreciation and loyalty for South African wines. These efforts have contributed to a 15% increase in exports to the U.S. market in the past year.

MP: Sustainability is a critical focus for the global wine industry. How is South Africa addressing this?

MC: Sustainability is deeply embedded in South Africa’s wine culture. The industry adheres to rigorous environmental practices through initiatives like the Integrated Production of Wine (IPW) scheme and the WWF’s Conservation Champion program. These programs ensure that our vineyards not only produce high-quality wines but also preserve biodiversity and reduce water consumption. It’s a testament to our commitment to both quality and the planet.

Image: Groot Constantia Estate; Source: WOSA, credit: Groot Constantia.

MP: The diversity of growers in South Africa seems integral to its wine story. Can you elaborate on this?

MC: South Africa’s wine industry is incredibly diverse, which is reflective of our country as a whole. We have well-established, multi-generational family estates that have been producing wines for decades if not centuries. But what’s really exciting is the emergence of small, independent producers, many of whom are from historically underrepresented backgrounds. We’re seeing a growing number of Black-owned wineries and women-led ventures making their mark, bringing fresh perspectives to the industry.

This diversity isn’t just cultural—it extends to our winemaking styles, varietals, and the regions themselves. From the cool-climate elegance of Walker Bay to the bold, sun-soaked expressions of Swartland, there’s a constant evolution in how our growers interpret the land and the vine.

Image: Avontuur Estate aerial photo; Source - WOSA, credit: Stellenbosch Wine Routes.

MP: How is the diversity among growers shaping the perception of South African wine globally?

MC: It’s playing a huge role. The rise of new voices in our wine industry allows us to tell richer, more layered stories on the global stage. International consumers, especially younger ones, are drawn to authenticity and representation. When they hear about a young Black winemaker breaking barriers or a family vineyard adapting ancient techniques to modern tastes, it resonates deeply.

This diversity also allows us to innovate. For example, many growers are experimenting with lesser-known varietals or creating blends that push boundaries. It’s a win-win because it not only diversifies our offerings but also creates opportunities for niche recognition in global markets.

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MP: What are South Africa’s most significant wine markets, and how are they evolving?

MC: The UK remains our largest export market by volume, and there’s a deep connection there—historically and culturally. The US, on the other hand, has become a vital market for higher-value wines. Consumers there are starting to associate South African wine with premium quality, particularly when it comes to varietals like Chenin Blanc and Syrah.

China is an emerging market for us, and we’re actively working to increase our footprint there. It’s a challenging but promising space, given the growing middle class and their curiosity for new wine regions. Interestingly, Africa itself is also becoming a more important market for us, with countries like Nigeria showing a real appetite for our wines.

Image: #DrinkChenin Day was celebrated in New York on June 8, 2024; Source: Chenin Blanc Association.

MP: Can you elaborate on the challenges South African wines face in maintaining and expanding market share globally?

MC: Certainly. While South African wines offer incredible value for money, this perception can sometimes pigeonhole us as a budget option. Overcoming this requires shifting the narrative to focus on our premium wines and the unique stories behind them. Additionally, logistical issues, such as port delays, have occasionally disrupted export flows, but we’re actively working with stakeholders to mitigate these challenges.

MP: What role does storytelling play in promoting South African wines?

MC: Storytelling is at the heart of our strategy. Each bottle of South African wine carries a narrative of heritage, resilience, and innovation. By highlighting the diverse terroirs, talented winemakers, and our commitment to sustainability, we create an emotional connection with consumers. This is particularly effective in markets where wine is not just a product but a lifestyle choice.

MP: Lastly, what’s next for WOSA? Are there any upcoming projects or goals you’re particularly excited about?

MC: Absolutely! We’re planning to enhance our presence at international trade fairs like ProWein and Vinexpo with immersive experiences that showcase the best of South African wine. Additionally, we’re collaborating with local tourism boards to promote wine tourism, combining wine with the beauty of South Africa’s landscapes. Our ultimate goal is to position South African wines as a must-have on global wine lists.

Image: Wines of South Africa at Prowein Düsseldorf, 2024.

MP: Thank you, Maryna, for sharing these insights. South African wines undoubtedly have a bright future, and we’re excited to see how WOSA continues to champion this remarkable industry.

MC: Thank you, Malvika. It’s been a pleasure discussing our journey and aspirations. 

Conclusion:

Maryna Calow’s passion for South African wine comes forth effusively in our conversation. As WOSA continues to navigate the dynamic global wine landscape, it’s clear that the organization’s commitment to quality, sustainability, and cultural resonance is reshaping perceptions. While challenges remain, the blend of heritage and innovation that defines South African wine is paving the way for a promising future, one that Maryna and her team are uniquely poised to help realize.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
South Africa Wine Part One: Industry Growth and Black Power
South Africa Wine Part Two: Current Challenges Facing the Wine Industry
COO Marius Berlemann on ProWein's Growth and Messe Düsseldorf's Future