The depressing state of the wine industry 23 March 2007

An 'open letter to moaners and weepers' sent in by 'Vieilles vignes' in response to the newspaper report on  'Many troubled wine estates for sale'

Here follow a few thoughts and observations I have made in the past years. Firstly, I have to apologise for any sarcasm, wit and/or insult that might be inflicted by my ramblings today. Secondly, try your upmost to stay openminded, and accept the fact that no statement is ever made as fact, but as a mere generalisation.

The state of the industry is dismal and worrying at the moment – that would be a gross understatement and sugar-coated way of putting it, if all that is written and said these days is true. Apparently, there are up to 50 farms in the Stellenbosch region alone that are up for sale, due to the industry "crunch" being experienced currently.

But who are to blame for the current state? Are we alone in this shaky boat? Has it happened before?

Obviously there are various reasons for this, some more obscure and sinister than others, but to put it in general terms, worldwide overproduction with falling consumption sums it up.

A certain sense of paralysis and agitation rushes over me when I read yet another negative report on the state of affairs. Yes it's tough times, but tough times for all – no-one has been singled out and annointed as the lamb for slaughter here. Do we as South Africans need any more negativity: we have rampant crime (which apparently is not beyond normal standards, if you lived in Baghdad), ministers whose only concern is to serve on the right board of directors for another 100 million payout, etc etc etc. Has any amount of complaining about these facts changed anything? – nope, not a thing.
What would make you believe wailing about the dismal wine industry is going to make a knight on a pony appear? Not going to happen.

Unluckily the persons hardest hit are the grape growers, it's a buyer’s heaven – that’s if you can sell. Wolrdwide overproduction is there to stay, accept it and move on. Increases in packaging material and labour is there to stay, again move on.

What can all concerned do to stem this tide of decay? First change your negative attitude – there is only one thing to be thankful for in this country if you are negative, otherwise invest in garlic and beetroot. People are prone to be drawn to friendly positive people, they find it comforting and inspiring; moping and complaining pushes away even further the company who will drag you out of dispair, the prospective client.

There’s a lack of any form of client service, it’s a sorry state of affairs. What sense is there in building a state of the art winery, getting architects and designers in, when what follows, boggling the mind, is a person who scorns the idea of a client actually arriving, interrupting the text message being meticiously typed. The same people whose wine knowledge might only extend to knowing what cultivars were added to this R100 bottle Cabernet.... and, well, that’s it. You want to know if we ship to Denmark? Sorry, can't say; send the export manager a email....  Sale lost.

If you are a moaner and weeper and your tasting room staff is of this type – well there’s no pity from me to you.

Of the same kind of thing – and not restricted to the wine industry – is the inept person answering the phone (if at all), not being capable of answer a single question. What was the point of employing this person and not training them? You find it wise to send your winemaker(s) and viticulturist to Europe to learn from others, but the one who deals with the prospective clients has to be as clueless as humanly possible. There are the shining exceptions (Vergelegen, Morgenhof, Ernie Els, Waterford, Rustenburg etc etc) that prove the rule, and I don't hear constant complaints from those who have stepped up their performance.

Apart from the obvious (for most people) issues, there are others. This industry has a desperate need for mentors and leaders. We are a very diverse nation, granted, but also stupidly competitive and jealous of each other. Where is the consolidated view of Brand South Africa against Australia, New Zealand, USA, France etc? Do we have any personalities out their willing to put their hand up and demand a shake up? This surely cannot be expected of WOSA. Is it not time to take responsibilty for ourselves?

I was taught that age is not a sufficient measure of maturity: if you were wrong and can admit it and take the punishment for it, then you are mature. Why blame currency fluctuations, WOSA, the government, Australia? Everyone must cope with these factors, not just you – how is it possible for one person to claim that no one has even seen or had to deal with such factors, while another says they have shown 20% growth in the past year?

Stop relying on currencies working in your favour; you have no control over it; stop being so negative and pushing away what you should be attracting.

I dont think this letter will attract much response – but chew it over and do with it what you want; take responsibilty for yourself; help your neighbour, because he will then help you, build this brand into the magic it really has.