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- Winemakers On Fire, Issue #108
Winemakers On Fire, Issue #108
Most wine businesses play defensively and lose market share. Learn why playing to win is the only strategy for long-term success.

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.

Picture courtesy of Zohair Mirza on Unsplash.
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 Cultivate Success Together: Three Distinctive Ways My Wine Futurist Approach Can Elevate Your Business
STRATEGIC POWER HOUR: The Most Valuable 60 Minutes in Your Wine Business
One focused hour. Transformative results. No overwhelming plans or endless meetings—just laser-focused strategy that turns your biggest challenges into breakthrough moments. Like the perfect blend, it's about precision, not volume. Learn more about Strategic Power Hour →
CONTENT WITH CHARACTER: Stories That Resonate Like Your Finest Vintage
Your brand deserves content with real depth and distinctive terroir. I craft narratives that capture your unique essence—approachable yet sophisticated, rooted in tradition yet refreshingly original. Content that doesn't just tell your story but makes people want to be part of it. Discover Content Creation →
WINERY TRANSFORMATION: Where Timeless Craft Meets Tomorrow's Opportunities
The future of wine is being written right now, and mediocrity won't make the cut. As your Wine Futurist partner, I'll help you author your next successful chapter—honouring the craft that got you here while embracing the digital innovations that will take you forward. Explore Winery Transformation →
Ready to Uncork Your Potential?
The wine world rewards the bold, not the hesitant. Whether you need strategic clarity, compelling content, or complete transformation, let's craft something extraordinary together. Let's uncork a conversation. →

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