The Wine Arc is a vehicle for the wine brands to grow a strong business platform and gives them greater access to markets and e-commerce facilities and a differentiated consumer sector. It also serves as a creative innovation hub for entrepreneurs and young winemakers to grow and become more sustainable.
The name emphasizes the strong character and values of the SA Wine Industry Transformation Unit (SAWITU) and the wine brands that are participating in this initiative.
The Wine Arc brand also demonstrates unity, strength, quality and consistency, brings together people of all cultures and is a symbol of hope and revival for our wine brands, especially amidst the devastating global pandemic and numerous bans on alcohol sales in South Africa.
The authenticity of the brand name is important as it differentiates black-owned brands in the wine industry, unite them as a collective and enable them to build their own legacy based on their culture and background.