Shelf space: the crucial frontier.
These are the endeavours of Vitis Vinifera. It’s relentless mission: to explore every new option, to seek out great wines from exciting producers, to boldly go where no competition has gone before.
Migrating
to the winelands half a
decade ago, I was hell bent on getting my foot in the
door of the wine industry.
I made it to the cat flap, but at this stage I reckon at
least I’m on the
right track.
Coming from
left field with a
background that could not be more disparate, I had lots
to learn, many
influential to meet, doors to bang on and all against a
ticking time watch.
Perhaps changing careers, environment and affiliations
when one hits mid-forties is after all not that
advisable.
But there was just one way to know for certain.
I set out
trying to meet as many
influential people and decision makers as possible and
was fortunate to land a
six month contract as marketing manager with a wine
rating system. During a
star studded event in December 2011 I met some of the
most decorated winemakers
and producers and rubbed shoulders with influential
journalists. I ticked
names off the list in my black book. But there were a
few producers not
present, I was set on lining them up for future
excursions. And there were
journalists who could not attend the function, much to
my disappointment.
I called
two of them up and asked
to meet them. Neil Pendock and Emil Joubert suggested
we meet at &Union,
a pub I have since grown fond of. It was just
after lunch and the gentlemen bought a round of beers.
I thought I would be
asking the questions, but in the end it turned out to be
a much less structured
conversation about rating systems and the role media
portrays in establishing
perceptions on the quality of South African wine. Yes,
there was another round
of beers.
In this
first article of a series
of twelve I revisited Neil Pendock, one of the most
prominent wine columnists
in the country. Among other involvements, he writes for
the Financial Mail,
Good Taste, Sunday Times and also was a regular
contributor to Wine magazine.
He also regularly takes part in prominent wine
competitions.
I asked
Neil a few questions you
may not find answers to when you Google him – he is
after all more of a
private person than I am!
Vitis Vinifera: Tell me
something about your
early life, where you grew up, and who fostered your
interest in wine. Do
you have fond memories from early childhood about
rituals involving wine?
Neil Pendock: I was
brought up in Singapore
and
arrived in SA in 1969. I had my first glass of wine – 5th
Avenue Cold
Duck – as a teenager in Boksburg, where I went to
school.
VV: I find
very little online that
displays some of your background data. Some friends
tell me you have a
background or are still involved in complex applied
mathematics. Yet you
are probably most renowned as a columnist with a
preference for eloquent
nuances on all things regarding wine. Which are the
most exciting
projects you're involved in at the moment?
NP: I studied
Mathematics at Wits and
got a PhD in Applied Maths in 1985. Nowadays I'm more
of a statistician.
I collect fine art and am opening a Wine Gallery at the
Taj Hotel in Cape
Town in September.
Fine wine is after all, fine art too.
VV: Are there
some colourful
anecdotes about the progression of your career to the
point where you are one
of the key voices in the industry? Name one or two
highlights that might
have influenced the course you are on.
NP: I tasted
for the Platter wine
guide for five years and the experience has turned me
against sighted tasting
forever. I’m also horrified at the poor value SA wine
receives from
industry organizations such as WOSA.
VV: Who are the
role players in wine
(production, logistics, marketing and on ambassador
level) you admire most?
NP: I have
respect for many of the
unsung heroes of SA wine. Guys like Abe Beukes who make
excellent wine without
arrogance and pomposity. I also admire the wine
families like the Krones
of Tulbagh and the Nels of Calitzdorp. They truly live
the product.
VV: In your
opinion, what do you think
are the main influences on consumer trends? Where do
you see the focus in
consumer buying patterns shift in the next decade?
NP: I really
hope consumers will
realize the value of regionality and move away from
anonymous bulk wine.
VV: What do you make of the prominence of social media in wine making/marketing/sales/consumption patterns?
NP: Social
media in SA is nowhere near
as important as it's hyped-up to be. That said, a
recommendation from a
friend remains the most potent marketing vehicle. I
also think input from
chefs and food pairing will become increasingly
important.
VV: Which are the most compelling questions we should be asking at the moment
NP: Is the wine
youre drinking
authentic? '