For Beyers Truter, founder and owner of Beyerskloof Wines, building a brand that endures is about far more than producing a quality product. It also requires a clear identity, consistency, storytelling, visibility and a deep connection with consumers.
By Lebogang Mashala, editor at African Farming
Speaking at the recent South African Pork Producers’ Association (SAPPO) Expo and Annual General Meeting, Beyers Truter shared lessons from his journey under the theme “From heritage to future: Building wine brands that endure”. He encouraged farmers to think beyond production and invest in the brands behind their products.
Since the establishment of the Beyerskloof brand, the Pinotage grape cultivar has been at the heart of the operation.
“Although we produce other wines, too, our main focus and signature product has always been Pinotage,” Truter said.
It all began in 1988, when he and his partners bought a 7.4 ha piece of bare land near Stellenbosch. There was a donkey on the farm, but no vineyards, and the soil was characterised by layers of clay. Many people told him the property was unsuitable for wine production.
“For me, this was heaven because in my endeavours and travels I had tasted some of the best wines grown on some of the worst soils,” he said.
At the time, Truter, just 23 years old, was working as the winemaker at Kanonkop Wine Estate. The agreement was that he would not plant Pinotage, so he planted 20 000 Cabernet Sauvignon vines.
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During the day, he worked at Kanonkop, and after hours he worked on his own farm.
The financial situation was equally challenging. Truter said partnerships should never be entered into lightly, regardless of whether the partners are friends, family members or people one trusts.
“If you go into partnership, even if it is your wife, your pastor or your friends, you should know your partner properly,” he cautioned.
His own financial contribution came largely from his modest salary. His partners had promised to source funding, but when that did not materialise, Truter approached the bank himself. He eventually had to sell his bakkie and whatever else he could to raise the money needed to buy the farm.
Almost four decades later, the business has grown substantially. Grapes for Beyerskloof wines are now grown on about 190 hectares, including 50 hectares under rental agreements. The business produces about 1 000 tonnes of grapes and buys an additional 1 500 tonnes for its wines.
Before the Covid-19 pandemic, the winery sold about 1.2 million bottles of wine a year. Sales fell to about 700 000 bottles during the pandemic, but have since recovered to about 1 million bottles annually.
But for Truter, production volumes alone do not build a lasting brand.
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Quality should come first, but it needs visibility
“Quality remains the anchor for any product,” Truter said. “If you have the best quality but no one knows about your product, you will sell nothing.”
He urged farmers to actively market their products and engage with consumers rather than assuming that a good product will sell itself.
“Even though we’ve been around for years, we still go to tastings. So be out there and ensure that people know about the product you are producing.”
He also highlighted the importance of perception and positioning. Pinotage was historically associated with lower-priced wines, and consumers often equated a low price with inferior quality.
Changing such perceptions, he said, requires patience and a deliberate approach to branding.
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Stories sell
One of the most powerful tools available to a brand, Truter said, is a good story.
“Stories in the wine industry sell. Some of the top brands are sold with stories. Some of the best brands come with stories and also quality over time.”
Beyerskloof’s own history illustrates this.
One of its most distinctive stories is that of Diesel, an enormous dog weighing about 95 kg. Diesel was part of Truter’s life when he bought the farm, and became a familiar presence to virtually everyone who visited the farm for wine tastings or other activities.
When Diesel died, Truter was devastated. “I was shattered, and I grieved for a very long time,” he said.
He eventually decided to make the memory of his beloved dog part of the Beyerskloof story. He told his staff that they would make a Pinotage called Diesel – and that it would be the best Pinotage they had ever produced on the farm.
The wine has since gained international recognition.
Truter recalled a wine tasting in Copenhagen where he and his team were presenting their wines outside a supermarket. A man approached him afterwards and told him that he had previously visited Beyerskloof and encountered Diesel, and had never forgotten the experience. He had subsequently become a loyal buyer of the wine.
For Truter, the story demonstrates the power of creating an emotional connection between a product and its consumers.
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A brand with purpose
Faith has also become part of the Beyerskloof story.
Truter shared a deeply personal story about his mother, who, despite his many achievements and awards, had never told him that she was proud of him.
About 10 years ago, she finally did.
When he asked her why it had taken so long, she explained that she had spent years wrestling with her own concerns and speaking to God about the dangers of alcohol consumption during pregnancy.
Foetal alcohol spectrum disorders (FASDs) can result in lifelong physical, learning and behavioural difficulties.
The conversation ultimately inspired the establishment of FAITH, a charitable initiative that uses wine auctions and other fundraising activities to support disadvantaged children. Among its initiatives is providing study desks and other educational support to children.
For Truter, therefore, a brand is not only about what happens in the bottle. It is also about the people, memories, values and purpose that surround it.
His message to farmers was to build something that consumers can recognise, trust and connect with.
A quality product provides the foundation, but a strong story, consistent visibility, longevity and a meaningful purpose can help turn that product into a brand that endures.
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