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MICHAEL FRIDJHON: Zulu links give Bayede! the royal treatment
Established wineries have produced special cuvees for BEE-registered enterprises to facilitate transformation, writes Michael Fridjhon
You may not have heard of a wine called Bayede! — every bottle comes with an elasticised bead bracelet fitted around the neck. You would, if you were a traditional wine buyer, either not notice it or think that it is a marketing gimmick not unlike the straw flask packaging typical of industrial chianti. This is a pity, because the wines are quite good and have mostly been produced under the supervision of the Bayede! wine maker at cellars whose standard releases are well known to the average punter. These include, among others, Eikendal, Dewetshof, Fairview and Vergelegen — all respectable enough in their own right and an indication that the enterprise enjoys support from industry heavy-hitters. Bayede! is one of several "empowerment" brands, where established wineries have produced special cuvees for BEE-registered enterprises to facilitate transformation in an industry that is heavy on capital and light on profits. What makes the Bayede! story a little different from Seven Sisters...
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