Most of us agree that the world is a challenging place to live in today and there are many reasons why we might feel a little despondent. In the wine industry we are struggling with issues such as climate change, profitability and a change in consumer consumption patterns. But perhaps we are losing a little perspective here and there? Of course we shouldn’t be blindly optimistic, but if I listen to the industry experts and brilliant line-up of speakers at the SA Wine Summit held in Cape Town this week, there might be a new dawn or a second curve to keep the wine industry positive and it is not all about the latest trends and AI.
While there was much food for thought that might influence my musings over the next week or two, it was wine industry analyst and seasoned journalist, Felicity Carter’s insight that went beyond the well published trends of sustainability, the low and no category, the popularity of rosé and sparkling and younger people drinking less alcohol, that really made an impact on me. Perhaps I’m giving away my age, but what she identified seemed to me like a return to some old-fashioned truths!
- Education
Just a week or two ago, I wrote about younger generations not being interested in an educational wine tasting experience when they visit our estates. (Read more) According to an interesting article on winebusiness.com today’s wine drinkers want to be entertained rather than educated. That might be true for when they are on a day out, but it seems wine education has not gone out of fashion at all! According to Carter, there is an increasing demand for people to get a qualification in wine – especially in Europe and South East Asia. Some are interested in it for the prestige of the qualification and others for professional reasons, but the demand is for a challenging course and proper wine qualification.
- Artistry
Making wine that ticks the boxes of consumers and financial managers might sound like the ultimate way to keep your wine business afloat, but perhaps we are taking it a step too far. Wine is an art, and our ambition should be to make exceptional wine. What you produce should represent what you stand for. Don’t be shy to express your passion in your art, if it is authentic, it will resonate.
- Work ethic
Hard work might not sound as exciting as having raw talent or being at the right place at the right time, but it is what makes all the difference. Of course, you should be clever about the way you work, but there is no denying that to achieve success, you have to put in the hard work, long hours, extra effort…
- Quality
Regardless of industry, quality is non-negotiable. People recognise, appreciate and value quality. Yes, many of us might have to compromise when our budget is limited, but eventually, brand loyalty doesn’t come from affordability, it comes from quality. When you are associated with quality, you will always have a market.
- Taste
More than just what something tastes like, taste in this context refers to appreciation, style, sophistication, understanding… Felicity mentioned the fashion sense of the Italians and the palate of the French. It is when you have one coat, but it is the best you can afford and when even the simplest meal is prepared with proper ingredients, flavour and texture. It is an appreciation of quality that becomes a lifestyle.
We live in a world of comparison says acclaimed journalist and author, Bruce Whitfield. In an overload of information shared online, we see what we do not have and in the process of getting it all we get to a point where we feel overwhelmed. Perhaps, going back to the basics and simple truths will put things in perspective. MD of Heineken, Jordi Borrut introduced Heineken as a family business with values and resilience and in these two qualities, we might find everything we need – a focus, an ambitious dream, a commitment to quality and the strength to see it through. Beautiful old-fashioned truths that are so relevant and required in a modern context.