Celebrated liquor expert Michael Fridjhon says that local wine sales are much more profitable than overseas exports.
Fridjhon explains that the vast majority of South Africa's wine exports is exported in bulk and bottled at it's port of destination.
He says the wine industry has been lulled into a sense of complacency, spending time marketing the sector overseas.
But Fridjhon advises that local wine sales are as profitable as those made abroad - in some cases, even more so.
Almost any regional market in South Africa is bigger than the major international one.— Michael Fridjhon, liquor industry authority
He has found that the total Guateng wine market is at least twice the size of the total bottled-South African wine market in the United Kingdom.
Fridjhon says that winemakers need to market their products domestically, in less traveled places, such as the Eastern Cape and Kwa-Zulu Natal.
It almost pays them to sell a lot less overseas and focus their investment in the local market on their doorstep.— Michael Fridjhon, liquor industry authority
Take a listen to the wine expert explain here: