We chat with one of our members each month about their business, what makes them lie awake at night and what gives them hope.

1. Tell us more about Deetlefs Estate?

Deetlefs Estate in the Breedekloof region is the second oldest wine estate owned by the same family in South Africa and each of the seven generations has added value to our growth in their own unique way.

We focus 100% on wine grapes and currently have 100 ha vineyards in production that we process ourselves. Although a variety of grape varieties perform very well thanks to different soil types, there is a strong focus on Chenin Blanc and Pinotage, as well as Sémillon and Malbec. About 70% of our wine is sold internationally and 30% locally.

Our target market includes anyone who enjoys wine and we offer a variety of wine ranges that are very style specific, ranging from R70 to R450 per bottle. We also focus on the luxury segment, of which our very rare 1974 Muscat d’Alexandrie currently sells for R25 000 per bottle.

We employ 60 people and other revenue streams are created by an independent laboratory and a bottling company.

Thanks to a good team, we are grateful to look back on achievements such as business of the year, top wine laboratory in South Africa and various wine awards. My philosophy about awards is that you should strive for excellence at all levels over time. You need to be on the radar, but the focus needs to remain on sustainable growth.

2. You have an interesting marketing approach and make use of partnerships (e g fashion pop-ups, virtual butler training and various virtual tastings and events with influential people and businesses) to increase your footprint. Tell us more about this.

We try to be individualistic in our approach and play on our strengths. In our case, social media platforms work well.

Wine is such a unique product and it is important for us to make it accessible to people. Our business model has always been based on long-term relationships and mutual value addition with individuals who share our values and focus.

Virtual tastings were a logical next step necessitated by Covid-19 restrictions and, together with our online sales, played an important role in advancing our online presence.

3. How did the restrictions on liquor sales during your national lockdown affect your business?

The constraints have obviously affected everyone and the whiplash effect of an oversupply is going to necessitate clever planning and cooperation from everyone in the industry.

We have undertaken from the beginning to do everything humanly possible to firstly keep our people safe and secondly the business. Thanks to cooperation at all levels and an adaptable team, we can look back with gratitude.

Fortunately, we invested in an online platform about four years ago, which came into its own during the Covid period. Specific initiatives were launched, including pre-sales during the lockdown with delivery once it was lifted and certain export markets showed good growth.

Businesses were forced to rethink efficiency and communication, which had positive consequences and unlocked potential.

4. Do you have any exciting plans underway?

Our plans are working towards 2022, when we celebrate our 200th anniversary and we are excited to release a very special Armagnac-style brandy.

5. What is your message to other producers and cellars about the road ahead?

Accept uncertainty as part of life and be adaptable.

Never forget that structures and systems are driven by people – make sure you have the right people in your team and create opportunities for growth.

Obtain expertise from outside your company, play on your business’ unique strengths and put your name on what you do.