The South African Wine Industry
Modern South Africa is a product of its history and geography: the strategic location of the Cape Colony on the sea route to the east, the great mineral discoveries, and the greed that went with attempts to control the flow of profits from the mining sector and the protection that farmers received from the large, landlocked market in Johannesburg were the impetus for economic development of the country. The wine industry forms an integral part of this history right from the beginning. In this chapter, the consequences of these origins for the structure of the modern industry are analyzed in some depth in order to illuminate pertinent aspects of the future of the industry. In this regard, industry dependence on a benign government in the absence of meaningful transformation has the potential to divert attention from the industry’s first aim, namely, to convince the rising black middle class of the benefits of drinking wine.
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