Finweek English Edition - - LIFESTYLE -

An­dré Mor­gen­thal is the com­mu­ni­ca­tions man­ager of Wines of South Africa (WOSA), an or­gan­i­sa­tion that pro­motes the dis­tri­bu­tion of South African wines to in­ter­na­tional mar­kets. While the wine in­dus­try may seem like a dis­tant dream to many of us, Mor­gen­thal as­sures Fin­week that any­one with a few mil­lion burn­ing a hole in their back pocket and a keen sense for busi­ness can be­come a wine lord or lady.

In the Western Cape wine farms sell for be­tween R2.9m and R70m or more, but Mor­gen­thal ex­plains that the value of wine farms of­ten lie with the brand as­so­ci­ated with the farm. In the wine­mak­ing in­dus­try, wine­mak­ers are of­ten as­so­ci­ated with the brand of wine for as long as the qual­ity of the wine re­mains con­stant.

“Buy­ing a wine farm is just like buy­ing any other busi­ness. The new owner can de­cide if he wants to re­tain the ser­vices of the cur­rent wine­maker or to bring in his or her own team,” he says.

While Mor­gen­thal is pas­sion­ate about the i ndustr y, he warns against ac­quir­ing a wine farm to get rich.

“A few years ago I had the op­por­tu­nity to dis­cuss my ca­reer in the wine i ndust r y wit h An­ton Ru­pert. He told me that there’s no money in wine­mak­ing, but wine­mak­ers can se­cure a won­der­ful way of life. Mid­dle-men like dis­trib­u­tors and resellers make a lot of money from the wine in­dus­try, but farm­ers of­ten don’t get

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