New Generation Wines’ platform for the best of South Africa

New Generation Wines’ portfolio of South African producers illustrates the depth of quality and winemaking talent the country now has in abundance.

Reyneke, Boekenhoutskloof, The Chocolate Block, Porcupine Ridge, The Wolftrap, Patina, Krone, Robertson Winery and Porseleinberg. A list of producers and brands that reads like a who’s who of the South African wine industry. The fact they are all imported, managed, and distributed by one company – New Generation Wines – says a lot about how it has been able to position itself as one of the most important and influential importers of South African wine in the UK – if not the world.

Not that it set out in 2005 to become a South African wine specialist. But it has become one.

The key decision was linking up with a South African distributor counterpart – Vinimark – and agreeing to handle its wines and producers in the UK. The fact some of the wines have gone on to attract a cult status and become some of the biggest players in the market is the result of a steady determination and exceptional partnerships.

“It has become a key category and country of origin for us,” says Hamish Young, director at New Generation Wine, talking to The Buyer amongst the hustle and bustle of Cape Wine in South Africa. “We have a connection to the country from the beginning and we have put a lot of resource into it.” 

Time and investment that has seen New Generation Wines become one of the most important distributors of South African wines in the UK. Not just for its own wines and the producers it represents, but also acting as a catalyst for other importers to see the value and opportunity in South Africa. 

Young says it is particularly proud to have been one of the founders and instigators of the New Wave South African wine tastings that took the market by storm when it was first introduced in 2017, alongside other enterprising independent importers who had woken up first to the huge changes taking place in South Africa.

“Over the last five years it has been edifying to see South African become so much more established and for it to be seen as arguably the most exciting place in the world to make wine,” add Young. “The quality has improved dramatically.”

Next generation 

Interestingly The Buyer’s review of the first New Wave tasting in October 2017 started out by stating: “New Wave South Africa could have been dubbed South Africa: The Next Generation, turning the spotlight predominantly on a new breed of young, exciting winemakers, keen to rip up the rulebook and make wines in very different styles.”

For ‘Next Generation’ you can also read ‘New Generation’ and what it has been trying to do with the South African category since the mid 2000s. 

Managing director, James McKenna, who joined the business in 2019 said: “New Gen loves building a platform and giving focus to so many growers and winemakers. New Generation, and our producer partners, work hand in glove to  keep South Africa a vibrant category in the UK market.

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