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 challenges does the wine merchant face in attracting black customers?

What does the wine merchant hope to achieve with his customers?