I am Julia Joubert, a 23-year-old with an extraordinary journey in the wine industry so far.
As the exports manager at Robinson and Sinclair, I have spent the last two years navigating a world that has challenged me in ways I never anticipated that has become my driving force.
My career began with a foundation in finance from Stellenbosch University, where I delved into the principles of economics and business. Yet, it was my deep-rooted connection to the wine industry – being the daughter of winemaker Meyer Joubert from Joubert Tradauw – that truly shaped my aspirations. Growing up between vineyards and a family with winemaking traditions, I developed an appreciation for not just the art and science of winemaking but also for the untold stories and complexities that farming entails. That’s when I thought, maybe wine exports are a bit more glamorous and perhaps easier!
When I first joined Robinson and Sinclair, I was responsible for exporting to markets in BeNeLux, Scandinavia, and Switzerland. The initial days were daunting; I faced numerous challenges as I navigated unfamiliar systems, sought out new importers, closed deals that took much longer than I thought they would, and managed the intricate logistics involved in shipping wine from South Africa. Each step felt like an uphill battle, especially when faced with rejection daily. It pushed me to innovate and find different routes to make it work.
I vividly recall my first trip to France in 2022 for a wine show in La Rochelle. It was my first time traveling alone – a trip that instilled in me a newfound confidence; it taught me that what once seemed impossible could indeed be achieved. Shortly after, I ventured to Brazil to assist my colleague Jeane with client meetings at Prowein São Paulo, further expanding my horizons.
Attending Prowein Düsseldorf was another pivotal moment for me. It opened doors to invaluable networking opportunities and led to securing my first Belgian importer right at the show – an exhilarating achievement that felt like a personal victory after countless hours of hard work and many tears a week prior to our departure from Cape Town.
The Bulk Wine Show in Holland later that year allowed me to immerse myself in Dutch culture and trade practices and solidifying connections. To be able to speak a bit of Afrikaans definitely helped!
Most recently, I embarked on a month-long solo adventure through Belgium, Holland, Czech Republic, and Germany. This journey was exhilarating but simultaneously lonely at times, however it challenged me to grow immensely. Visiting warehouses where our wines are stored and restaurants featuring our products brought me pride. The thrill of pouring a glass of wine, sharing its story from my heart, and awaiting feedback – sometimes positive, sometimes not – was an experience.
In just two years, I have witnessed incredible growth – not only within myself but also in Joubert Tradauw's sales. Under my guidance, their exports quadrupled. Adding five new importers to the Joubert Tradauw portfolio felt like a monumental achievement.
I have learnt that selling wine internationally requires regular visits and maintaining top-of-mind awareness among importers. Understanding their needs allows us to adapt our offerings – whether it’s promoting certain wines or introducing new selections based on market demand. My background in traditional winemaking, minimal intervention and quality production was all I knew, but I have learnt that flexibility is key in meeting diverse consumer preferences. Our vast portfolio of wines ranging from entry-level to ultra-premium has made it easy to respond to market needs.
As I look toward the future, I am excited about doing my WSET level 3 this year and expanding into my new markets such as Brazil and Denmark. My upcoming trips to Prowein Brazil in October 2025 and back to Prowein in March 2025 will be crucial steps in this journey.
The landscape is evolving; consumers are drinking fewer, lighter and higher quality wines. Economies are down, taxes are rising, and South Africa remains a category specified under "Other countries" after the leading wine-producing countries. However, our industry contributes R56 billion rand to the GDP and employs more than 270 000 people in South Africa. We should be a little bit more arrogant and let the world know exactly who we are, don't you think?
Reflecting on my journey thus far, after many lessons... It reminds me of a conversation with my coach Tanja – someone I deeply admire – who taught me that nothing is impossible. When I shared my entrepreneurial idea for a wine in a can with her, and on many other occasions, I felt scared and unequipped as a young woman in this industry. Her response to me after asking for advice was empowering: "You need to be a little more arrogant and confident in what you’ve already achieved! You are not young; you are way ahead of the pack."
Every setback is an opportunity for growth; every success is a testament to your dedication.
Let’s continue shaping the future of South African wine.