Winemakers On Fire, Issue #108

Greetings from Cape Town, South Africa!

Here's the uncomfortable truth: while you've been perfecting your tasting notes and fine-tuning your blends, your competitors are rewriting the rules of the wine game. The industry's biggest risk isn't climate change or market volatility—it's the epidemic of playing not to lose. From Stellenbosch to Sonoma, too many producers are choosing the safety of incremental tweaks over the courage of transformative vision.

But that's what separates the Kanonkops from the also-rans: they understand that in today's wine world, playing it safe is the most dangerous strategy of all. Are you ready to stop defending and start winning?

Here's where it gets interesting.

Most Wine Businesses Play Not to Lose (And Why That's the Riskiest Strategy).

Are you playing to win or playing not to lose?

Most wine businesses play not to lose. Always on the defence. Avoiding the leap. Skirting around the risk. Smart wine businesses play to win—and it changes everything.

Playing not to lose looks like: 

• Watching what competitors do, then cautiously following their lead 

• Obsessing over slight tweaks to packaging while ignoring deeper innovation 

• Clinging to "we've always done it this way" as your market share quietly erodes 

• Viewing climate change as only a threat rather than an opportunity to reimagine viticulture

Playing to win means: 

• Seeing the gaps in the market before others do, then boldly claiming them 

• Understanding that in the digital age, your story matters as much as what's in the bottle 

• Embracing technology not as a reluctant necessity but as a competitive advantage 

• Viewing sustainability not as a checkbox but as the backbone of your long-term strategy

The practical implications are profound.

When you play not to lose:

• Your margins shrink yearly as you compete on price rather than distinction

• Young talent seeks opportunities elsewhere, sensing your lack of vision

• International buyers visit your cellar out of courtesy, not excitement

• You become increasingly vulnerable to climate volatility with no adaptation strategy

When you play to win:

• Your wines command premium prices because they tell a story only you can tell

• You attract the brightest minds in viticulture and winemaking, eager to be part of something forward-thinking

• Your sustainability initiatives become case studies at Elsenburg and Stellenbosch University

• Your business builds resilience that withstands both market and climate fluctuations

The Old Vine Project transformed forgotten, neglected blocks into South Africa's most valuable vineyard assets. Kanonkop's Black Label Pinotage commands First Growth equivalent prices. These weren't accidents—they were the result of visionary producers who refused to play small.

The wine world doesn't reward those who wait anymore. In an era of changing climates, shifting consumer preferences, and digital transformation, playing it safe has become the riskiest strategy of all.

So which game are you playing?

Let’s dive into the stories that have been fermenting since our last newsletter...

Behind every groundbreaking winery stands a constellation of remarkable individuals who transform vision into reality. In our last issue, we ventured into the heart of South Africa's Western Cape to discover Radford Dale—where organic viticulture meets extraordinary human stories. Founded in 1998, this pioneering estate has quietly revolutionised sustainable winemaking through the dedication of exceptional women leading from behind the scenes.

From operations mastermind Heather Whitman to financial visionary Kathleen Krone and talented winemakers Petroné Thomas and Stefanie Viviers, these professionals are redefining what it means to craft wine with purpose. Their journey reveals that true sustainability encompasses environmental stewardship, social responsibility, and unwavering commitment to excellence.

Get ready to be inspired.

Let’s raise a glass to the fortnight ahead—may it bring you brilliant wines and more conversations to share in our next edition.