Winemakers On Fire, Issue #26

Good day, and a warm welcome!

This week, we introduce Ntsiki Biyela, South Africa's trailblazing black female winemaker, whose story is anything but straightforward. Growing up in rural KwaZulu-Natal, she dreamed of being an engineer. When those plans fell through, she took a chance on a winemaking scholarship at Stellenbosch University, despite having never tasted wine before. And the rest, as they say, is history.

We also reveal the new branding for Imako Vino, one of Macedonia's most prestigious wineries. Created by Jordan Jelev, The Labelmaker, Imako Vino’s label is not just a visual treat; it’s an experience. It represents a bold step by Imako Vino into a new era of winemaking and branding, one that honours their traditions while embracing change.

Join us as we celebrate the passion, creativity, and innovation of these entrepreneurial spirits from the wine and design industries.

From Humble Beginnings to Trailblazing Winemaker: How Ntsiki Biyela Built a South African Wine Brand Infused with Her Heritage

Ntsiki Biyela's path to becoming South Africa's first black female winemaker was anything but straightforward. Growing up in rural KwaZulu-Natal, she dreamed of being an engineer. When those plans fell through, she took a chance on a winemaking scholarship at Stellenbosch University, despite having never tasted wine before. 

After graduating in 2003, Ntsiki honed her craft at various wineries before launching her own brand, Aslina Wines, in 2016. Named after her late grandmother, Aslina embodies Ntsiki's mission to create an exceptional South African wine brand infused with her heritage.

In this exclusive interview, we speak with this groundbreaking entrepreneur and winemaker about her remarkable journey. We explore the challenges she's overcome as a black woman pioneering her way in a historically white, male-dominated industry. Ntsiki also shares insights into how she built and differentiated Aslina Wines, from sourcing funding to balancing her dual roles as owner and winemaker. Most importantly, she offers inspirational advice for young entrepreneurs and winemakers aiming to follow in her footsteps.

You started Aslina Wines in 2016 after working 13 years at Stellekaya. What made you decide it was time to start your own brand? 

I have always known that I wanted to start my own business. After working for 13 years, I had grown as a winemaker, so it was progression; the time and the opportunity had arrived.

Launching a new wine brand requires a significant upfront investment. How did you fund the early stages of Aslina Wines?

I collaborated with a winemaker from California. This was initiated by Mika Bulmash from Wine for the World in the USA. I used the proceeds from that as capital. I also asked suppliers for preferential payment terms, and many agreed, luckily.

As a black woman in the South African wine industry, what unique challenges have you faced in getting Aslina Wines off the ground? How have you overcome them?

Being a winemaker gave me a competitive advantage in the market. The issue, I would say, is the general struggle of not having your own space, but this is true for most new winemakers. I can not think of any unique challenges when launching the brand, but when I first started as a winemaker, it was when people did not believe I was actually a winemaker.

How do you balance your dual roles as owner and winemaker for Aslina Wines? What's your advice for aspiring entrepreneur-winemakers?

It is difficult because I need to be operational while also looking at the business from the top to see where it is going and ensure we are fulfilling the company's vision. I could not do this without the help of my coaches and mentors, as bouncing between two levels is difficult. What is also important is that I work with people who are leaders in their own right. They understand my vision and are eager to put it into action and make Aslina Wines a success. 

The best advice I’d give to winemakers is to not be afraid to ask for help. We have a tendency to believe that we can do everything ourselves because no one else can, but I believe we must learn to let go and trust the people we delegate to. Mistakes will be made but accept them as a natural part of the process.

What's been your biggest lesson learned or "a-ha" moment in your entrepreneurial journey with Aslina Wines?

You always need the right people in your circle to walk with you and check your blind spots, whether they are colleagues, family, friends, or advisers. 

How do you differentiate Aslina Wines in the market? What sets your wines apart?

Aslina wines are rooted in heritage and culture, and the labels reflect this. The brand is all about feeling at home, being grounded, family, passion, being African, and love.  

You named Aslina Wines after your grandmother. How do her spirit and legacy influence the brand? 

My grandmother was the embodiment of love and did everything with love, which I have carried with me in everything I do. I create wine that I enjoy drinking. Our values as a company are grounded in love.

What excites you most about the future growth potential of Aslina Wines? Where would you like to see the brand in 5-10 years?

We have a lot of plans for Aslina Wines. We have recently established a tasting room in Stellenbosch, and we are focused on that right now. What is that quote about plans again? “Don't tell people your plans. Show them your results!” So, all I will say now is that we are focused on growing as a brand and solidifying our space in the industry.

As a mentor for young winemakers, what business advice do you give them as they consider starting their own brands someday?

Do not be afraid to ask for what you want. The worst possible answer is no.

If you could go back in time and give your younger self one piece of entrepreneurial advice, what would it be?

Never let anyone tell you what your worth is. When I initially started Aslina Wines, I asked for that advice, and it was given to me.

Thank you, Ntsiki, for sharing your inspiring advice with young entrepreneurs and winemakers hoping to follow in your footsteps. We wish you and your team every success in the future.

Revealing the Signature Label of Imako Vino: A Celebration of Modern Elegance

Imako Vino, one of Macedonia's premier wineries with an annual production of more than 10 million litres of wine, ushers in a new era with its label design, which combines modernity and classic charm. 

The logo, a contemporary monogram featuring the letters I and V, takes centre stage with a luxurious touch of strong roof embossing and artistic micro engraving. Printed with precision by Dagaprint, renowned for their excellent printing capabilities, the label not only visually captivates but also invites touch with its cut-out “I” letters, offering a unique peek into the bottle.

Each wine variety is distinguished by vibrant hot foil colors on the solid, thick paper, ensuring easy color code recognition for the wine lover. The custom semi-wrapping label shape defies convention, adding a touch of uniqueness. Imako Vino’s commitment to tradition is evident in the raised varnish on the brand name, offering a tactile and visually engaging experience. 

The new Imako Vino label, in essence, is a harmonious blend of modern innovation and classic elegance, marking a watershed moment in the winery's visual identity.

Thank you, Jordan Jelev, The Labelmaker, for sharing the defining new look for Imako Vino, which emphasises both modern aesthetics and timeless quality.

Shaping the Wine Narrative: Delivering Impactful Insights

The 80/20 Wine Principle: Why Marketing Matters for Small Producers  

In the wine industry, it's easy for small producers to get caught up in perfecting their craft of winemaking. After all, they are passionate about creating remarkable vintages that reflect their terroir. However, in doing so, many underspend on marketing their business - often the most overlooked aspect for boutique wineries. This tendency epitomises the "80/20 principle" - that 80% of outcomes come from 20% of inputs. 

For a small winery, that input is typically their wine production. Most boutique producers spend 80-95% of their efforts in the vineyard and cellar, obsessing over details to make their wine exceptional. But with thousands of wineries competing for attention, even the best wine risks going unnoticed without an equal focus on promotion. 

This leads to the 20% that's often missed: marketing. Small wineries allocate little time, money, and effort to branding, communications, and sales. But this side of the business is essential for growing market share and sustainability. As wine consultant Jean-Claude Berrouet notes, "You need to build an image to create value for your wine."  

The opportunity cost of overlooking marketing is huge in the crowded wine space. With some clever branding and strategic selling, many small wine businesses could likely significantly increase revenues. This growth then further fuels production investments. Savvy boutique brands realise you need both ends of the 80/20 equation.

For small wineries without marketing resources, outsourcing promotion makes sense. Experienced consultants can revive branding, upgrade digital assets, maximise social media, attract media coverage, and ultimately sell more wine. The return easily justifies the investment. 

Rather than pouring 95% of their efforts into production alone, smart wine producers observe the 80/20 principle. With a rebalanced approach, small brands can enhance both their wine and their business. The path to sustainability requires excelling at both craft and marketing.

Hello, I'm Mike Carter, the driving force behind Winemakers On Fire. While this newsletter is my passion project and a privilege I do not take lightly, my expertise in content creation extends beyond these pages. I craft compelling articles and content for monthly and weekly newsletters, blogs, and case studies for the wine industry and wine industry professionals who are serious about building valuable brands—ones that grow their reputation, engage their audience, and provide additional avenues for monetization.

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