South Africa Wine has called on the government to use the 2026 State of the Nation Address (SONA) to move decisively from planning to implementation in support of the wine and brandy sector, which plays a strategic role in exports, tourism, rural development and job creation.
The sector already has an agreed and credible framework for growth, competitiveness and transformation through the Agricultural and Agro-processing Master Plan (AAMP) and aligned industry strategies. According to South Africa Wine, the priority now is for faster, coordinated delivery, backed by targeted public funding, policy certainty, and effective execution across all spheres of government.
“South Africa does not need new plans for wine and brandy. We need collaboration and faster implementation of the plans we already have,” said Rico Basson, CEO of South Africa Wine. “If delivery is accelerated, the sector can unlock significant growth in exports, wine tourism, rural employment and inclusive enterprise development.”
South Africa Wine has highlighted eight priority areas where focused government action would materially improve sector performance and investor confidence.
Excise taxation and illicit trade enforcement
South Africa’s wine industry supports thousands of jobs across farming, production, logistics, tourism, and exports, yet it operates in one of the most highly regulated environments in the economy, with an excise rate above that of many of our global competitors. In this context, South Africa Wine calls for predictable and sustainable excise taxation, including a clear linkage to CPI to ensure stability and long-term planning for producers and value-chain businesses. At the same time, the government must strengthen enforcement against the illicit alcohol trade, which undermines compliant producers, erodes the tax base, and places consumers at risk. A fair excise framework, coupled with effective enforcement, is essential to protect legitimate businesses and support economic growth.
Positioning wine tourism as a national growth engine
Wine tourism is a proven driver of high-value jobs and rural economic activity, yet it remains under-integrated in national policy. South Africa Wine has called for wine tourism to be deliberately embedded in South Africa’s tourism and economic growth strategies, supported by joint agriculture–tourism programmes, skills development, professionalisation and destination marketing that links wine, food, culture and heritage.
“Wine tourism is one of the most effective ways to grow rural economies, diversify farm income and create jobs for youth and women,” Basson said. “It deserves explicit recognition as a national growth engine.”
Unlocking market access and growing higher-value exports
As part of an export-led growth agenda, South Africa Wine is urging the government to prioritise market access for wine, with a focus on value growth in prioritised markets. This includes accelerating progress on Japan tariff reductions, EU and UK quota reform, AGOA renewal and AfCFTA implementation, while defending science-based international wine standards and strengthening Brand South Africa positioning in priority markets.
“To remain competitive, South Africa must shift exports toward higher-value packaged wine and protect science-based standards that underpin fair market access,” Basson said.
Restoring logistics reliability
Logistics performance remains a vital constraint on export growth and tourism confidence. South Africa Wine has called for wine to be formally recognised as a priority export and tourism-linked sector within the National Logistics Recovery Plan, with continued focus on improving reliability and capacity at the Port of Cape Town and meaningful industry participation in logistics coordination platforms.
“Reliable logistics are fundamental to confidence in South Africa as a trading partner and tourism destination,” Basson said. “Progress at the Port of Cape Town must be sustained and accelerated.”
Strengthening rural service delivery through partnerships
Basic services such as water, electricity, roads, waste management and safety directly affect investment decisions and visitor experience in wine-producing regions. South Africa Wine is calling for targeted municipal investment in agricultural and tourism nodes, supported by public–private partnerships and alignment between local infrastructure plans and national agriculture, tourism and export priorities.
“Functional municipalities are essential for investable rural towns and sustainable tourism corridors,” Basson said.
Advancing inclusive growth and enterprise development
Transformation remains central to the sector’s long-term sustainability. South African Wine has urged the government to scale inclusive enterprise development, expand blended finance, and align skills development with targeted support for black-owned wine brands, farms, and tourism-related enterprises. South Africa Wine also emphasises people and skills as a key differentiator across the value chain, from vineyard and cellar to brand building and tourism, noting that investment in leadership, technical and entrepreneurial capabilities is essential to unlock productivity, competitiveness and long-term inclusion.
“Inclusion must move beyond pilots to scale,” Basson said. “With the right finance, skills and market access, we can accelerate meaningful participation across the value chain.”
Expanding R&D and green investment incentives
Climate resilience and global competitiveness are increasingly inseparable. South Africa Wine has called for expanded public investment in agricultural research and development, alongside tax incentives and accelerated allowances for renewable energy, water efficiency, circular economy initiatives and digital innovation, linked to measurable environmental performance and market-access requirements.
“Climate-smart investment is not optional,” Basson said. “It is vital to lower costs, protect natural resources and maintain access to premium global markets.”
Focused trade engagements
In a rapidly changing global trade environment, disciplined and targeted trade discussions are essential to protect market access, grow exports and build investor confidence. For sectors such as wine and brandy, effective trade diplomacy has a direct and measurable impact on the local economy, supporting rural jobs, strengthening tourism-linked activity and contributing to broader social welfare. When trade engagement falters, the costs are felt immediately across the value chain.
Call to action for SONA 2026
South Africa Wine has urged the government to use SONA 2026 to make clear, time-bound commitments to implementation, with defined roles and accountability across national, provincial and municipal government.
“The wine and brandy sector is ready to partner with government to deliver,” Basson said. “What we need now is coordinated execution, targeted public investment and policy certainty that crowds in private capital. Faster implementation will not only strengthen our sector, but it will also demonstrate how effective delivery can drive inclusive growth, rural development and export competitiveness across the economy.”
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MEDIA ENQUIRIES
Wanda Augustyn
Head of Brand and Communications
Tel: 021 276 0458
Email: wanda@sawine.co.za
