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.

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