International market growth is still a challenge. “Continued visibility and consistency in the market, and especially after show follow-up are key growth factors”, says Libby. Wines are currently exported to China and Botswana due to the support of SAWITU and to Denmark due to a personal connection of Libby’s. “Although the quantities are still low, we are happy to have tripled our exports to Denmark since 2019”. The brand also participated in a consumer and trade show in Accra, Ghana in 2019. Libby loves the vibe of this African city, the friendly Ghanaian people and the promise of support by the many fellow South Africans who relocated there. “I’m very excited to export there in future, but unfortunately the current logistics and infrastructure are too high of a risk at the moment. Wines are not stored under the right conditions, influencing the quality of the wine and risking the reputation of my brand.”
Administrative challenges that SAWITU assisted with are VAT registration, financial mentorship and acquiring a liquor license for Libby’s Pride Wines. These are important steps to independence and invaluable to small businesses to operate legally in South Africa.
The effect of regulatory and legislative changes during the pandemic was detrimental for growing businesses. “The erratic alcohol bans did immense damage to the wine industry and threatened the livelihood of my business,” says Libby. “Thankfully the COVID Relief Funds administered by SAWITU helped us to “breathe” and scrape through until we could pick up our sales again. Loyal and new customers really came through for us by placing orders during the restrictions and patiently waited for deliveries once the bans were lifted. We are eternally grateful to you!”
“My business grows exponentially with different forms of assistance and support since we became members of SAWITU, but one of the things that picks me up on a bad day and makes every successful business deal more special, is the personal attention of Wendy Petersen, the Operations Manager of SAWITU. I cannot measure it in rands and cents, but it is invaluable to me as a person and renews my hope for a better future for black-owned brands in South Africa.”
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