South Africa produces some of the finest bulk wine in the world – full stop. Yet despite our quality, diversity, and value, we still haven’t unlocked our full potential in key export markets like the United States. Sitting at the intersection of production and purchasing in Napa Valley, I’ve had a front-row seat to what international buyers are really looking for. This article offers a perspective from the inside out: a look at how South African bulk wine is perceived abroad, what the American market is hungry for, and where we, collectively, can do better to claim our space on the global stage.
Bulk wine. For some, the phrase still conjures up images of surplus tanks and bargain-basement pricing. But here’s the truth: South African bulk wine is one of the most exciting opportunities in the global wine industry today – and I say that not just as a proud South African, but as a winemaker working at the heart of the U.S. wine scene in Napa Valley.
The quiet power of SA bulk wine
Let’s start with the obvious: the quality is world-class. Year after year, South Africa produces clean, expressive, and varietally correct wines – often at a fraction of the cost of other New World players. Sauvignon Blancs burst with tropical freshness. Shiraz and Cabernet bring structure and color. And yes, there’s even growing interest in Cinsault and Grenache for the chillable red trend.
Yet somehow, we still fly under the radar in the U.S. market. Why?
America wants what we have – but doesn’t know it yet
There’s a strange paradox in the U.S. wine market right now. Consumers are drinking slightly less wine overall – but when they do drink, they’re spending more per bottle. That means value is king – but not cheapness. It’s about smart wines, clean labels, freshness, and story.
And South Africa delivers all of that. But here’s the rub: the South African category is underrepresented on U.S. shelves, often lumped under “Other Imports” and barely marketed. That’s not a wine quality issue. It’s a visibility issue.
Three big challenges we must face
- Logistics and ports – Let’s be honest: Port congestion and shipping unpredictability is costing us business. U.S. buyers want reliability. If a wine is late, it’s not just a delay – it’s a lost shelf placement.
- Perception gap – While we know our wines are premium, the American buyer doesn’t always agree. Until SA wine is seen as more than just a “value origin,” price ceilings will remain stubbornly low.
- Lack of strategic mindset around bulk wine – Bulk isn’t dumping. Bulk is a business model. But too many still treat it as an afterthought rather than a strategic export tool.
So what's hot?
- Sauvignon Blanc: Still dominates. Think zesty, tropical, fresh.
- Chenin Blanc: Versatile and undervalued. This is our secret weapon.
- Shiraz and Cabernet Sauvignon: Big colour, great for blending or structure.
- Rosé: Grenache-based, Provence-style pinks are still growing.
- Low-alcohol: U.S. retailers are asking. We need to be ready – with flavour.
What we must do (right now)
- Treat bulk as a premium channel – not overflow.
- Focus on technical readiness for new categories (low-alc, canned wine).
- Promote sustainability with substance, even if U.S. consumers don’t demand it yet.
- Improve sample turnaround and communication (U.S. buyers move fast).
- Think story, not just specs – buyers want to tell a story, not just list a variety.
From my Napa desk to the Winelands
Here in Napa Valley, I don’t just make wine – I help shape what goes into the glass. As a winemaker and active buyer in the U.S. market, I’m part of the ongoing conversations that shape what gets sourced, what gets bottled, and what consumers experience.
What American buyers are asking for is clear: wines with brightness, texture, and integrity. And South Africa can – and should – own that space. But it will take more than great wine. It takes consistency, smarter storytelling, and a unified vision across the industry.
The opportunity is real. Let’s not miss it.
Dr. Marinda Kruger is a South African-born winemaker based in Napa Valley, California. With years of experience in global wine sourcing and a passion for elevating South African wine on the world stage, she advocates for premium bulk as the future of smart wine export.