African Roots Wine Brands, Tygervalley, South Africa
Marketing a new wine in any market is difficult. In South Africa, where local established vineyards can offer varieties for a much lower price, the challenges are nearly insurmountable. But one upstart winery--African Roots Wine Brands (Tygervalley, South Africa)--has teamed with an upstart distributor, Heritage Link Brands (Los Angeles, CA, USA), to bring the winery first product (the Seven Sisters wine) into the US market. This article explains the story of how African Roots developed Seven Sisters specifically for US consumers and how it forged partnerships with South African vineyards to manufacture it. In doing so, it describes the challenges that African Roots faced in developing Seven Sisters and overviews its strategy for marketing a wine developed for US wine consumers.