Winemakers On Fire, Issue #9

Good day, and a warm welcome!

Wine tourism is estimated to contribute more than R16 billion to South Africa's GDP each year. Wine farms, which offer immersive experiences and exceptional wines, have become a vital tourist attraction in the Western Cape's enchanting landscapes. These visits are often followed by the purchase of wine, both for consumption during the trip and for future enjoyment. As technology reshapes industries, South African wineries are embracing innovation to improve both on-site experiences and digital commerce.

This week's Insights to Fuel Your Mind article delves into the intersection of technology and the wine industry, highlighting the path towards artificial intelligence (AI) and the digital transformation of wine tourism.

Just some general housekeeping: You've come to the wrong spot if you're seeking doom and gloom about everything that's happening. Here, we only offer upbeat assessments. Kevin Kelly summed it up perfectly: “The future will be shaped by optimists.”

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This week, we meet Louis Strydom, winemaker of Ernie Els Wines, and we feature ALDC Designs' elevation of "The Blend," in honour of Robertson Winery's 80th anniversary. In addition, this week's Insights to Fuel Your Mind article discusses the intersection of technology and the wine industry, with a focus on AI and the digital transformation of wine tourism.

Unveiling the Journey of a Passionate Winemaker: Meet Louis Strydom of Ernie Els Wines

From the world-famous Helderberg region of Stellenbosch comes an award-winning collection of wines named after South African golf legend Ernie Els and expertly crafted by winemaking legend Louis Strydom.

Signature, Major Series, Big Easy, and Proprietor's create iconic wines with distinct style, exclusivity, and generosity, evoking their namesake's beloved personality and celebrated prestige.

Since the winery's official opening in 2005, the focus has been on producing a diverse range of wines, with a particular emphasis on Cabernet Sauvignon. The recently renovated winery has become a symbol of the Helderberg region.

Louis Strydom, Winemaker and Managing Director of Ernie Els Wines, joins us today.

Can you describe your winemaking philosophy?

My winemaking philosophy focuses on the diversity of the terroir and the soils of the vineyards. My approach is to cultivate grapes that are finely tuned to the macro and microenvironments they grow in so that the finished wine captures and expresses this unique terroir.

What are some of the most interesting or memorable wines you’ve tasted over the course of your career, and what made them stand out?

1995 Chateau Le Tour Bordeaux Blend: This was the first wine that I tasted and considered to be as close to perfection as a wine can be. I tasted it about 10 or 15 years ago, and it really stood out as what I wanted to be able to achieve from a Bordeaux blend. A blend can be quite difficult to get right as there are so many different components, but this one is the closest I have tasted to perfection.

2000 Rust en Vrede Estate Wine: This was the first wine that I made 100% on my own that I really stood back and thought, This is a world class wine.

Château d’Yquem: I do love sweet wines, but this one particularly stood out because, stylistically, it’s got such a balanced flavour profile of ripe apricots and peaches.

The Ernie Els Signature 2017 Bordeaux-style blend received 95 points from the Decanter World Wine Awards, which is exceptional. What was your reaction when you learned you had won Gold?

It was great to see this wine acknowledged from a vintage perspective and from a winemaking perspective. My focus is always on showcasing the terroir and the vineyards within the wine, so it was quite a proud moment and achievement to see others, internationally acknowledge the Helderberg. In my opinion, it is the best vintage of the second decade of the 2000’s. Signature 2015 was much more of a rich, robust style, but it is clear that the 2017 had a better balance of fruit and a well-rounded mouthfeel with longer tannins and great extraction.

What are some of the biggest challenges you face as a winemaker?

Working with nature: The weather is uncontrollable and unpredictable! The weather during the growing season has a massive impact on the style and quality of wine that you can make. In 2023, we ended up with heavy rains during the final ripening period in March, which put our late-ripening Cabernet under pressure and at risk for rot and other health issues. Things can change so quickly, so it’s a constant challenge as there’s just no control over what the year will hold in terms of weather patterns.

What are some of the most rewarding aspects of being a winemaker?

The most rewarding aspect to me is the satisfaction when you sit down with an aged vintage and the wine is in perfect condition, exactly where you hoped it would be. You’ve captured the history of those vineyards and fruit and expressed it in the wine. During the creation process, you work towards a product that shows amazing potential to age and improve, but the reality is, the reward of a well-aged wine doesn’t come quickly, and you can’t buy the time it takes to get there; so, there is great reward in being patient and opening a bottle of wine after so many years, and seeing all of the components come together harmoniously—because it took a great deal of work and risk to get there!

What is the biggest challenge the South African wine industry faces?

One of the biggest challenges I see here in the Stellenbosch region is the scarcity of resources, and in particular: land. In highly populated areas, such as Stellenbosch or Durbanville, prime viticultural land has fallen under the pressures of urbanisation and has become (or is set to become) urban living space. Unfortunately, this leaves less land for farming, and for winemakers, as they now face the challenge of urban expansion and agricultural land in order to make great wine.

Another challenge that we face in South Africa is Leafroll disease, which greatly hinders the health of our vines. It is a very difficult task to maintain a vineyard's health status so it can still yield good fruit at 40 to 50 years old. It’s so important to have old vines because they really add depth and heritage to your wines, but the road to getting there is incredibly difficult with the virus status in South Africa.

We also face the challenges of the macroeconomic environment. The recognition of South African brands as having international status is still an uphill battle in the market. There are various cost structure implications for selling in some of the biggest markets in the world, and it’s a challenge for us from entry to market.

As a member of the Cape Winemakers Guild, you mentor a protégé each year and help them with their education and training to become winemakers themselves. What advice would you give to aspiring winemakers?

As Chairman of The Cape Winemakers Guild Development Trust, I am very passionate about supporting the development of our youth winemakers that graduate from Stellenbosch University and Elsenburg. They have their academic qualifications, but it is so important to give them a platform to learn hands-on in a real cellar, where successful winemakers can pass down their knowledge to the next generation. Our programme focuses on transformation and people development, as well as helping to change the face of the wine industry to be much more inclusive of people of different backgrounds.

My advice for anyone aspiring to join this industry is to be confident and to get involved. It’s important to understand the wine industry, both past and present, so be a sponge and ask questions. Don’t try to reinvent the wheel from the get-go; you need to conquer the basics before you start experimenting and tackling wines that are more alternative or out of the box. It also goes a long way to have a good work ethic and to be diligent towards your employer. The hard work definitely pays off in the long run, but it is a patient journey to get there.

Many thanks, Louis, for allowing us to be a part of your remarkable journey. Our best wishes to you and your team as you step into the future.

INSIGHTS TO FUEL YOUR MIND

Transforming South African Wine Tourism: Seizing Innovation Opportunities Through Technology

Introduction

Tourists seeking a unique blend of stunning landscapes, rich history, and exceptional wines have long been drawn to South Africa's wine country. However, the wine tourism industry has faced its share of difficulties, which were exacerbated by the COVID-19 pandemic. The South African wine tourism sector can use technology to accelerate recovery and usher in a new era of growth. Wine estates can improve visitor experiences, streamline operations, and create a more resilient and dynamic industry by embracing innovative digital solutions. This article examines how technology can be used to accelerate the growth of South African wine tourism.

Virtual Tours and Immersive Experiences

Despite the absence of travel restrictions and health concerns, virtual reality (VR) and augmented reality (AR) technologies continue to connect wineries and visitors. Potential visitors can use virtual reality (VR) to take virtual tours of vineyards, cellars, and wine-making processes, allowing them to experience the magic of wine country without leaving their homes. AR applications can augment on-site experiences by providing interactive maps, historical insights, and engaging storytelling, resulting in an enthralling blend of physical and digital exploration.

Online Booking Platforms

The convenience and flexibility provided by technology-driven booking platforms benefit tourists. Implementing user-friendly websites and mobile apps that allow visitors to book tours, tastings, and accommodations seamlessly can significantly increase customer satisfaction. These platforms can also incorporate real-time availability and instant confirmation, reducing administrative burdens on wineries while ensuring a positive visitor experience.

Personalised Recommendations and Digital Concierge Services

By providing personalised recommendations, artificial intelligence (AI) can improve the wine tourism experience. AI algorithms can analyse visitor preferences and behaviours to recommend personalised itineraries, wine pairings, and local attractions. Chatbots and virtual concierge services can help visitors both before and during their visits by answering questions and guiding them through their journeys.

Contactless Experiences

The pandemic's aftermath has highlighted the importance of contactless interactions. QR codes for digital menus, touchless payment systems, and virtual check-ins can improve safety and efficiency while aligning with changing tourist expectations. This technologically advanced approach not only protects visitors' health but also improves their overall experience.

Data-Driven Insights for Targeted Marketing

Wineries can gain deep insights into visitor demographics, preferences, and behaviours by leveraging data analytics. This information can be used to guide targeted marketing campaigns, allowing wineries to reach their target audience with tailored promotions, special events, and exclusive offers. Wineries can also improve their outreach and foster customer loyalty by aligning marketing efforts with data-driven strategies.

Interactive Wine Tasting Experiences

Virtual wine tastings became popular during the pandemic, and they have the potential to boost wine tourism even further. Wineries can provide virtual tastings with live interaction with sommeliers, wine experts, and other wine enthusiasts. This takes wine tourism beyond its physical boundaries, making it available to a global audience and serving as a powerful marketing tool.

Conclusion

The South African wine tourism industry is on the verge of a paradigm shift, poised to emerge stronger and more resilient than ever before. Wineries can offer captivating virtual experiences, streamline operations, and personalise interactions by embracing technology as a catalyst for recovery, all while prioritising safety and convenience. The marriage of technology and the inherent allure of South African wine country can result in an unforgettable synergy that catapults the wine tourism industry into a new era of success.

ALDC Design: Celebrating the Legacy of Robertson Winery

ALDC Design is a graphic design studio in Cape Town specialising in bespoke packaging, corporate identities, direct marketing, and strategic brand management. They continue the legacy of Anthony Lane Design Consultancy, founded in 1989 as a graphic design agency focusing on the wine and spirits industries.

The four partners and team members all have a passion for design, and we're proud to have had a hand in developing some of the most iconic wine brands in South Africa.

Lee shared some insights with us.

In your opinion, what makes good wine packaging?

Packaging trends are evolving constantly, and consumers are spoilt for choice. Whether it be an upmarket, classic, trendy, or eco-friendly look, making sure your wine pops out on the shelf is well worth the investment spent on distinctive packaging. The most successful wine packaging is creative, memorable, and has a story to tell. Easily recognisable, innovative wine packaging fosters brand recognition, and it's equally important to know your target audience and make that very first or lasting impression.

Tell us how you approach a new project.

We take a strategic approach to each new project. More than simply aesthetic, our process includes a thorough understanding of each brand and its individual requirements. Creating a unique and ownable device that sets our clients apart from other brands is one of our main objectives.

Brands have personalities. To make that personality stand out on the shelf, it is essential to understand the heritage and vision of each client when building a strong story and visual identity. These visual cues are crucial in forming the backbone of the brand, from designing the corporate identity and labels to promotional material, and in helping the brand stand the test of time.

Communication, quality, time management, and delivering the project within the client's timeline are other key factors in our approach.

Please share with us how you adapt your wine label designs to remain relevant and appealing to consumers.

Changes in consumer preferences, new trends, and advances in innovative wine packaging cause wine label design to evolve continually. To stay competitive and relevant in this ever-changing market, one has to push boundaries by staying unique, creative, and up-to-date with the latest trends while staying true to the heritage of each brand.

Finding new solutions for packaging, paying attention to social media, and watching competitor brands are ways of staying current.

What are some of the current trends in wine label design?

Smaller producers have been setting new trends by crafting labels with hand drawn, unconventional artwork, printing techniques, and the use of photography that reflect their own brands' story and values. The "critter" labels are out of fashion, and the use of more colour is “in," as is adding tactile finishes and using quality stock on high-end wines. With augmented reality and QR codes, we watch as brands come to life. Sustainable packaging is still a hot topic, with wineries looking for more environmentally friendly solutions.

An ode to the special celebration of Robertson Winery's 80th Anniversary

'The Blend' is an elevation of their existing cultivar packaging, whereby the label has been upgraded to a luxurious black embossed textured paper stock and is coupled with the contrast of gold foil elements. This pack has been carefully crafted to ensure the brand assets remain the key focus and that all print finishes amplify the importance of this milestone.

The addition of the black wax seal with gold print is a further addition to enhance and mark this remarkable occasion.

Thank you, Lee, for sharing your insights with us. We wish you and your colleagues at ALDC Design much success in the future.

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• Winemakers On Fire is written by Mike Carter and published every Sunday. My vision is to be recognised for giving more than taking and to use my talents and skills to positively impact others. Albert Einstein put it succinctly: "Try not to become a man of success, but rather try to become a man of value."