In partnership with AdVini and Bruce Jack Wines, we hosted 60 international buyers, distributors, and industry leaders for an evening that challenged us to think bigger. The question on the table: How do we transform South African wine from a “discovery” into an “essential” in global markets?

The Debate That Matters

Moderated by Richard Siddle from The Buyer, the panel brought together Frans Smit (Spier Managing Director), Bruce Jack (Bruce Jack Wines), and Naretha Riccome (AdVini South Africa Vice-President) for a candid discussion that didn’t shy away from the hard questions. We examined how to shift perceptions among the gatekeepers: the importers, distributors, sommeliers, and retail buyers who decide which wines make it onto shelves and wine lists around the world. Their priorities and business realities shape what consumers see, and understanding their perspective is crucial to changing how South African wine is positioned globally.

We discussed why Chenin Blanc could – and should – be South Africa’s wine calling card to the world. Our conviction in this varietal runs deep: Spier Cellar Master Johan Jordaan was named 2025 Chenin Blanc Master Winemaker, reinforcing both his expertise and South Africa’s leadership in this variety.

The most powerful theme of the evening? Shifting both our own message and that of our partners, from South African wine as “good value” to South African wine as an essential that rightfully deserves the premium price point that the intrinsic quality delivers.

Leadership in Action

With closing remarks from John Steenhuisen, Minister of Agriculture, the evening reinforced that elevating South African wine requires collective vision: investment in our vineyards, our people, and our communities; storytelling that captures the magic of our terroir even for those who can’t visit; and the courage to reposition ourselves in the global market.

The path from discovery to essential isn’t easy but with visionary leadership and unified purpose, it’s within reach.