Six new graduates who have completed the gruelling 5-year programme were awarded their certificates as Cape Wine Masters (CWM) at a function held at the historic wine estate Groot Constantia, on May 9. This brings the total number of Cape Wine Masters to graduate since 1984 to 88.
There are three from Gauteng, Sandy Harper, Debi van Flymen and Conrad Louw, while Francois Bezuidenhout, Marius Malan and Nina-Mari Bruwer make up the Western Cape trio who, coincidentally, also all qualified at Stellenbosch University with a BScAgric degree in Viticulture and Oenology.
This year’s contingent has produced original dissertations on diverse topics:
Sandy Harper: The relevance of informal wine tasting clubs as a potential marketing channel for small and new wine brands in the South African context
Debi van Flymen: The production of Bordeaux-style red wines in South Africa
Conrad Louw: Sherry – renaissance or departure?
Francois Bezuidenhout: Producer wines in South Africa
Marius Malan: Is the Swartland the new South African wine hub?
Nina-Mari Bruwer: Perceptions in wine – and the role and benefits of sensory analytical tools
There have been big changes for the Cape Wine Academy (CWA) during 2014, with the retirement of wine pioneer and CWM Marilyn Cooper after 15 years of service, the last six as CEO, and the strategic appointments of two former CWA graduates, Kristina Beuthner- also a CWM - as Principal, and Michelle Grimbeek as the new Managing Director.
This year special awards went to: Sandy Harper for Viticulture, Francois Bezuidenhout for Viniculture, and Marius Malan for Sparkling Wine, while the Brandy Award went to Nina- Marie Bruwer.
At the AGM of the Institute of Cape Wine Masters, Hein Koegelenberg, CEO of La Motte, was given the prestigious Personality of the Year Award. He was instrumental in helping the Cape Wine Academy continue its education programmes after private investors withdrew their support. Hein also had a hand in the wine educational programme for previously disadvantaged and jobless people from the townships. Through a joint venture with a Chinese importer he has also launched a wine education programme for salesmen in China.
A new chairman of the Institute of Cape Wine Masters was also elected and Winnie Bowman is replacing Andy Roediger who has stepped down.
This year the CWM graduates reflect a gender split of 50:50 – which is more or less in line with the current membership profile of 52% (47) male and 48% (44) female. Western Cape members comprise 55% of the total contingent, and Gauteng members 30%, while other provinces – KwaZulu-Natal and Free State comprise 3% – and overseas members 12% – of the total.
There are now 91 (3 honorary) Cape Wine Masters, including 11 overseas members in the UK, Australia, Germany and the USA. Two of the three original wine masters, Duimpie Bayly and Bennie Howard and the late Tony Mossop, were the first to attain this prestigious qualification when it was first instituted 30 years ago. The honorary CWMs are Dave Hughes, Phyllis Hands and Colin Frith who were the examiners for many years.
In 2003 the Cape Wine and Spirit Education Trust granted the Cape Wine Academy the right to award the Cape Wine Master (CWM) qualification and confer the Cape Wine Master’s title, in collaboration with the Institute of Cape Wine Masters.
These six dissertations have added valuable perspectives to wine research in South Africa and are available to industry for perusal at the Cape Wine Academy and the SAWIS library, as well as on the CWA website: http://www.capewineacademy.co.za.
See profiles below.
ISSUED BY:
JENNY MCQUEEN & ASSOCIATES
ON BEHALF OF:
CAPE WINE ACADEMY & THE INSTITUTE OF
CAPE WINEMASTERS
FURTHER INFORMATION:
BENNIE HOWARD / INSTITUTE OF CAPE
WINEMASTERS: 082 551 5545
KRISTINA BEUTHNER / PRINCIPAL – CWA – JHB TEL: 011 024 3616 kristina@capewineacademy.co.za
MICHELLE GRIMBEEK/MD – CWA – STELLENBOSCH TEL: 021 889 8844 michelle@capewineacademy.co.za
JENNY MCQUEEN, TEL: 021 439 5063/082 579 9125 jenny@mcqueen.co.za
SANDY HARPER (JOHANNESBURG)
Dissertation: The relevance of informal wine tasting clubs as a potential marketing channel for small and new wine brands in the South African context
Sandy Harper is well-known as the author of a book on nutrition called The Cool Lunchbox which was published in France, Germany, Holland and the United Kingdom, and manager of The Old Mutual Executive Wine Club since 2001.
After attaining a master’s degree in the fields of Food Science and Air Transport Economics from Stellenbosch University, Harper worked in the International Marketing Department for SAA, focussing on the in-flight catering and wines for local and international on-board service.
From 1989 to 2001 she pursued a career in marketing and advertising, and had a successful stint running her own advertising and project management and graphic design business. She was awarded the ‘’Ordre des Coteaux de Champagne’’ in March for her extensive contribution in promoting the products of Champagne in South Africa.
In her dissertation Harper focused on the relevance of informal wine tasting clubs as a potential marketing channel for small and new wine brands in the South African context. It explores consumer behaviour – individual as well as group behaviour – and how this relates to wine purchase decisions.
The dynamic of opinion leaders and word-of-mouth was explored and how this relates to wine tasting clubs. Various segmentation models were evaluated and combined and a new model proposed which can be used to develop targeted marketing strategies for new or existing wine brands.
DEBI VAN FLYMEN (JOHANNESBURG)
Dissertation: The production of Bordeaux-style red wines in South Africa
Debi van Flymen is a professional food and beverage entrepreneur and general manager of the well-established Wine Cellar in Johannesburg. She is active in the SA Chefs Association (SACA), is currently wine writer for SA Chef Magazine, a regular competitor and judge in food and beverage competitions. She is also active in the Culinary Arts Association of South Africa (CAASA) and is a frequent speaker and lecturer at industry seminars and conferences.
Apart from various wine courses locally and in the USA, Van Flymen has completed numerous professional development courses in professional cookery, management and hospitality. Since 2010 she has been a part-time lecturer for the CWA, lecturing on introductory through to diploma level courses, and she has also successfully completed numerous food and wine pairing events for the CWA as a lecturer and chef. She was inducted into the Ordre des Coteaux de Champagne at their recent inaugural African Chapitre Gala; and is currently the chairperson of the South African CIA – Champagne Importer’s Association.
Van Flymen’s dissertation was on the production of Bordeaux-style red wines in South Africa, within the strictures of the historical French category framework, and In the light of its increasing popularity among South African producers who have doubled in number during the past ten years. The category, arguably one of the most important styles of wine produced locally, has been attracting high ratings from International critics and serving as a calling card for the country on the global stage.
Since Welgemeend pioneered the blend locally in 1979, South African producers have been producing Bordeaux style red blend wines, inspired by the rich tradition and history of the eponymous region in France, in a variety of styles – ranging from those that are fruit-dominant and designed for immediate consumption on release to more serious examples designed for maturation and bottle aging to enhance complexity.
By contrast, the enormous scale of production in Bordeaux and the archaic system of getting the wines to market through an en primeur campaign and network of negociants is unique in the wine world. South Africa lacks the production volume, secondary market and sophistication of consumer, and adequate facilities for maturation to create a similar futures market at present.
Van Flymen concluded that Bordeaux style red blends are an established feature of South Africa’s wine production today. They will continue to inspire winemakers for generations to come and the evolution of the category will see more innovation and continual quality improvement at all levels.
CONRAD LOUW (PRETORIA)
Dissertation: Sherry – renaissance or departure?
Conrad Louw, was previously general manager for southern Africa of a big multinational pharmaceutical company, before he embarked on his own venture doing various consulting in the pharmaceutical industry, personal coaching and financial planning projects in 2010, including wine consulting activities and part-time lecturing for the CWA, as well as training waiters.
Louw has also represented various wine farms including Cape Point Vineyards, Cederberg Wines, Groote Post, Groot Constantia, Koelfontein and Just Riesling at wine shows (such as the Veritas Awards; WineX; the Juliet Cullinan Wine Show; Soweto Wine Festival and Old Mutual Wine Show). His other speciality is hosting wine tastings for local and international (Argentinian and Italian) audiences, for Cederberg Wines, among others.
Louw has belonged to one specific wine tasting club in Johannesburg for eight years, attends four others occasionally, and is also a member of a small exclusive potstill brandy club, Legends, where potstill brandies from all over the world are tasted.
Louw focussed on “Sherry – renaissance or departure?” Sherry production aside, he looked at how Sherry is perceived by some as a dying wine and others as a wine with longevity; as well as the renewed focus on Sherry by way of food and wine pairing by renowned chefs; and the role of social media in marketing Sherry.
His interest in Sherry led to Jerez inviting him to be its Sherry promoter in South Africa, and he has embarked on Sherry and menu pairings at two restaurants in Pretoria and Illovo, coinciding with the 2nd International Sherry Week being held this year.
FRANCOIS BEZUIDENHOUT (DURBANVILLE)
Dissertation: Producer wines in South Africa
Francois Bezuidenhout, a qualified viticulturist and oenologist, has been winemaker and production manager for MAN Vintners in Stellenbosch since 2011, responsible for all winemaking/bottling processes, actively involved in sales and marketing to over 25 markets, locally and internationally, and for co-ordinating vineyard practices and managing a barrel programme of ± 1 500 barrels. He has also been winemaker for Ashton Cellar since 2008. He also lectures for the CWA.
Bezuidenhout’s dissertation topic is about the changes and challenges facing South African producer/co-operative wineries.
Producer wineries, locally and internationally, are becoming more and more important in the wine industry. For a long time these wineries have been responsible for producing most of South Africa’s wine, but only recently have they transcended the high-volume-low-quality stigma. Producer wineries are now making some of South Africa’s best wines and are directly or indirectly responsible for some of the country’s most successful wine brands. Bezuidenhout’s dissertation examines all the changes and challenges these wineries may face.
MARIUS MALAN (STELLENBOSCH)
Dissertation: Is the Swartland the new South African wine hub?
Marius Malan, also a B.ScAgric (Oenology) graduate from Stellenbosch University, has been farm manager and winemaker at Slayley Winery since 2005 and is currently involved as winemaker for Malan Wine Projects (trading as Malanot Wines), and founder and co-brew master for the Sir Thomas Brewing Company.
Malan’s dissertation posed the question ‘’Is the Swartland the new South African Wine Hub? – and came to the conclusion it most certainly is – based on the unique climate of the area (very dry, little rain), the cultivation methodology used, and the winemakers input, together with opinions and facts obtained from key figures in the South African wine industry as well as some world-renowned overseas wine personalities.
Over the past few years, the South African wine industry has seen increased conversation and discussion, and also some controversy, around the Swartland wine region. Views on this area have also changed dramatically. This dissertation addresses the facts concerning the Swartland as a wine producing region in South Africa, and takes the opinions of wine personalities into account. In-depth interviews were carried out with various key producers, farmers, winemakers and viticulturists in the area, and also wine writers and wine officials in an effort to better understand this new ‘cult wine’ producing area.
Various aspects pertaining to this area are addressed, including the soil and climate, viticulture, winemaking and marketing. The relatively newly formed Swartland Independent Movement/Swartland Independent Producers (SIP) Organisation which emerged from the Swartland Revolution, and its importance to the area, is also discussed.
NINA-MARI BRUWER (ROBERTSON)
Dissertation: Perceptions in wine – and the role and benefits of sensory analytical tools
Nina-Mari Bruwer, qualified at Stellenbosch University with a BScAgric (Viticulture and Oenology) in 2006, and is married to the manager of a sixth-generation family wine farm, Mont Blois Wine Estate, in Robertson, where she was responsible for making red wines. She now handles the bookkeeping, payroll and admin, while still dreaming of adding a boutique cellar and bottling under the Mont Blois label within a few years.
She attained the Van Ryn’s Advanced Brandy Certificate Course top of her class – and also completed the Wine Evaluation Certificate Course at Stellenbosch University.
Nina-Mari’s/Bruwer’s topic was “Perceptions in wine” – and the role and benefits of sensory analytical tools to measure, decode and interpret wine perceptions and other new methods to ensure financial sustainability in a competitive and fragmented wine industry.
No matter how passionate winemakers are about making wine, in the end they still need to be financially sustainable – and that means the wine has to sell. As the industry is so competitive and fragmented, Bruwer believes new methods need to be continuously applied to ensure sustainability. She strongly feels sensory science can play a role and be of benefit to the South African wine industry.
Whether consumers will buy a wine, how they experience that wine and also whether there will be a repurchase of the specific wine all come down to consumer perceptions of that wine – and that’s something that all wineries are dependent on. Perception of a wine is mainly influenced by what the consumer sees (label, bottle, brand name, variety, price, awards won), tastes, and hears about the wine, as well as the environment in which the wine is being enjoyed, as perceived by the senses.
Understanding the wine consumer is therefore essential. Consumers often have difficulty in articulating what they taste in a wine and consumer language is seldom the same as technical language. What a consumer perceives is therefore not always clear to the producer. Sensory analysis is a tool that can measure, decode and interpret wine perceptions. Although sensory analysis isn’t a new method, its use in the wine industry is very limited.
Experiential marketing and sensory branding are two techniques that can benefit the South African wine industry in building stronger wine brands and ensuring consumer loyalty. Bruwer’s dissertation looked at all these aspects and how they can be of use to the South African wine industry.
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