South African wines seek local black market

Philip Myburgh is working to popularize wine among South Africa's growing black middle class. Despite initial low returns, he sees long-term potential. Historically, wine sales focused on white South Africans and overseas markets, overlooking local opportunities. The black middle class, representing 28% of buying power, is a promising market but has cultural prejudices against wine, viewing it as a woman's drink. Wine is also more expensive than beer, the preferred township beverage. A wine merchant in Soweto aims to educate and increase appreciation for wine, seeing gradual customer growth.

What is Philip Myburgh's main goal in participating in the wine festival in Soweto?

• To boost sales among white South Africans

• To introduce wine to the black middle class

• To expand into overseas markets

• To increase beer sales in townships

What percentage of the country's buying power does the black middle class represent?

• 15%

• 28%

• 40%

• 50%

Why is wine traditionally seen as a woman's drink in townships?

• It is cheaper than beer

• It is marketed specifically to women

• It is perceived as a weak drink

• It is only available in small quantities

What is the main challenge faced by the wine merchant in Soweto?

• High import taxes on wine

• Ignorance about wine among potential customers

• Lack of interest from white South Africans

• High competition from other wine merchants

What has been the trend in the wine merchant's customer base over the two years?

• Rapid increase in customers

• No change in customer numbers

• Slow but steady increase in customers

• Decrease in customer numbers