Diversity, equity and inclusion (DEI) for purposes of this article will be loosely defined as a space and opportunity for all to participate in the wine industry (business or consumer) by contributing perspectives and ideas thereby creating stronger bonds resulting in a stronger industry.
Over the last 3-4 years we’ve seen DEI become an increasing key talking point across a variety of global industries. As generational shifts occur, conditions in broader society are adjusting and thinking around the nature of work, relationships, products, etc. is going through inevitable change.
The Covid-19 pandemic further sped this up as society realised that previous modalities are becoming less relevant and that change was not only necessary but urgent.
Why urgent? Globally people have had enough of the lack of opportunity because of race, sexual identity and gender, ethnicity, disability, and others.
In the South African wine industry, we can safely say that we have a high degree of exclusion across the whole value chain. We find ourselves in a position of addressing the imbalances of the past colonialism and the Apartheid system. While there has been measurable change, this remains an ongoing mission that has a long way to go.
Across the landscape a host of brand owners, organisations, farmers, individuals and government have addressed policy change as we work towards transforming the industry.
My question today is, what about the consumer?
Generally, SA wine has largely relied on the same audience for consumption. Traditional marketing and advertising campaigns have been skewed to service this audience. Experiences have also largely been tailored towards their taste.
While there’s been a shift, it's plain for all to see that the wine industry defaults to traditional assumptions around the BIPOC (black, indigenous or person of colour) audience. My experiences have taught me that this isn’t intentional by the vast majority of wine brands; instead, I’ve found people in the industry to be open, welcoming, and passionate. They are acutely aware that there is a lack of relationship with BIPOC audiences and that this needs to change.
When looking at other alcohol categories it's very clear where they have invested their efforts and money. A focus on lifestyle, culture, and experience is a key mainstay of any campaign. Yet, I would argue that wine has far more credentials when it comes to lifestyle, terroir, experience, and culture.
It's very clear that DEI is crucial to ensuring the survival of our industry. In fact, it’s in wine’s self-interest to ensure that we have a clear pathway towards diversity.
Our duty is to create platforms for diversity of audience, experience, content, and marketing in order to build authentic engagement with our target consumer. The nature of the relationship between wine and the vast majority BIPOC audience in our country needs to change in order for there to be growth and inclusivity for all across the whole value chain resulting in a stronger industry.