The South African wine industry is embarking on a diversity journey that redefines its role in the global wine economy through strategic partnerships and a sharpened focus on social sustainability.
At the heart of this new direction is the Transformation Department at South Africa Wine. Led by its Executive Manager, Karin Kleinbooi, the new division is charting a bold path forward by aligning its initiatives with industry needs and promoting collaboration with new and old government and private sector partners.
For an industry that has long been a symbol of resilience and innovation, this transformation strategy is the next step toward a more inclusive, globally competitive, and socially responsible future.
There have been several efforts to meet the desired end to diversify the demographics of the wine industry. What is different this time around? According to Phil Bowes, Transformation Advisory Manager, this strategy shift acknowledges that true transformation requires more than isolated funding or one-off projects. It is about creating an ecosystem where talent is nurtured, Black-owned businesses thrive, and the industry is positioned as a leader in ethical trade and social responsibility.
Social sustainability as a global priority
The global wine industry is evolving rapidly, with social sustainability becoming a key factor in consumer and investor decisions. International buyers, retailers, and trade partners increasingly prioritise ethical sourcing, fair labour practices, and community upliftment. South Africa Wine’s transformation strategy places the industry at the forefront of this shift, ensuring that social sustainability is not just a compliance measure but a competitive advantage.
“By embedding ethical trade principles, labour best practices, and human rights safeguards into the industry’s fabric, this strategy aligns with global Environmental, Social, and Governance (ESG) trends. It also reinforces South Africa’s position as a responsible wine-producing nation, capable of competing in international markets where social impact is valued as highly as product quality.”
A strategy rooted in impact
At its core, the new approach emphasises partnerships as the key driver of change. South Africa Wine has moved away from funding applications seen in isolation and instead focuses on structured programmes monitored for impact and shared responsibility. This includes aligning with the Agricultural and Agro-processing Master Plan (AAMP) and creating a funding model that supports sustainable development rather than short-term solutions.
One of the most significant shifts is the industry’s enhanced focus on black-owned farm and brand development. Through initiatives like the Business Incubation Programme, black entrepreneurs in wine will now receive structured onboarding, mentorship, and access to market opportunities, ensuring that they are included and set up for long-term success. “The transformation journey will no longer end with funding; there will be clear graduation pathways, technical support, and continuous engagement,” Phil says.
The role of the Wine Arc and business development
The Wine Arc for Black-Owned Brands was created to empower black entrepreneurs by giving them visibility and market access for their wines, but its role has been redefined. Having seen its formative years as a home of black-owned brands, it will soon shift its focus to a knowledge and business development hub, offering training, market intelligence, and business support. This shift ensures that emerging businesses receive the tools to thrive rather than just financial assistance.
Additionally, a budget-support approach to funding is being implemented, where intermediary partners play a critical role in scaling support for the sector. This ensures that funding is leveraged effectively and that all stakeholders, from government agencies to private investors, can contribute to meaningful transformation.
A future built on collaboration
South Africa Wine’s inclusivity, equity, and diversity strategy has set a new standard for industry-wide change. This strategy moves beyond symbolic transformation efforts into real, measurable progress through partnerships with government, funders, and trade organisations.
“We have entered a phase of extreme courtship of partnerships. Investing in people, developing black-owned businesses, and strengthening the wine sector’s social sustainability credentials ensure that South Africa’s wine industry is adapting to a changing world and leading the charge.”