Winemakers On Fire: A celebration of the crossroads of wine, design, and creativity.

Good day, and a warm welcome!

After a successful rugby career playing professionally in South Africa and France, Burton Francis found a new passion in winemaking, deepening his knowledge with an MBA from the Burgundy School of Business, where he immersed himself in local winemaking culture. In this exclusive interview, Burton discusses his life's journey from his upbringing in Paarl, his rise to rugby fame, and how his love of the craft of winemaking inspired him to become a wine entrepreneur.

The Pemberton, Western Australian region's notoriously difficult grape-growing conditions have inspired Larry Cherubino to produce exceptionally characterful, quality wines. Creative agency Denomination was briefed to deliver a premium, disruptive brand that communicates the wine and region's unconventional philosophy. This manifested in the label concept "On the fringes is where you get the greatest reward," handwritten by the client to reflect his fringe winemaking approach. We share an engaging case study that delves into the art and science of crafting memorable wine packaging.

Join us as we celebrate the passion, creativity, and innovation of these entrepreneurial spirits from the wine and design industries.

Where Art Meets Conservation

I am excited to share news of a collaboration for conservation with my readers. Seven Springs Vineyards, Nkonzo Wildlife Conservation, and Wine Company have launched a limited edition Southern White Rhinoceros conservation wine label designed by talented young South African artist Izhaan Joubert.

A percentage of the proceeds from the sale of the 2017 Seven Springs Art Series Pinot Noir will be dedicated to the Nkonzo Wildlife Rhino Research Project, marking a significant step towards the preservation of these magnificent creatures that are teetering on the brink of extinction.

Get involved and join us in raising a glass to save rhinos!?

From the Rugby Pitch to the Vineyard: The Inspiring Journey of South African Wine Entrepreneur Burton Francis

From the rugby pitches of South Africa to the vine-covered slopes of Burgundy, Burton Francis has navigated an inspiring journey to become an acclaimed wine entrepreneur. After a successful career playing rugby professionally in South Africa and France, Burton found a new passion in the art of winemaking. He deepened his knowledge by obtaining an MBA in Wine & Spirits Business from the prestigious Burgundy School of Business, immersing himself in the culture and winemaking philosophies of the region.?

Now back in his native South Africa, Burton has collaborated with veteran winemaker Kevin Grant to launch his own brand, Francis Wines, in the Hemel-en-Aarde Ridge wine region. Here, with Grant as his mentor, he is striving to produce wines that capture the elegance, finesse, and complexity he came to appreciate in Burgundy. Respecting the concept of 'climats' - the impact of terroir on shaping a wine's identity - is core to his vision.

In this exclusive interview, Burton discusses his incredible personal journey from his upbringing in Paarl to his rise to fame as a professional rugby player and success as a wine entrepreneur. He shares insights into his winemaking philosophies, his respect for Burgundian traditions, and his ultimate vision for Francis Wines. Join us as we explore the soils, soul, and spirit behind a promising new voice in South African wine.

You grew up in Paarl, South Africa, and had a successful rugby career before starting Francis Wines. Can you tell us a little about your journey from rugby player to wine entrepreneur?

Having grown up beneath the sweeping landscapes of Paarl, South Africa, my initial journey unfolded on the rugby field, a formative chapter that instilled in me invaluable lessons of respect, discipline, and resilience. I often describe this period as a passage from soil to soul, where the grit of professional rugby cultivated qualities essential for the challenges that lay ahead. Transitioning to the world of wine - well, that was a visceral leap into passion. Having been immersed in the captivating wine and culinary tapestry of Burgundy, I found myself quite in love with its culture, flavours, and the profound artistry of winemaking - especially in the old-world wine style. This was more than a mere “part” of my journey; it ignited a passion that has firmly gripped me, and its flame continues to push me further every day.

What inspired you to get an MBA in Wine & Spirits Business from the prestigious Burgundy School of Business in France? How did this experience shape your winemaking philosophy?

Up until that time, I had only rugby - I had to eat, breathe, and sleep “rugby.” Pursuing an MBA in Wine & Spirits Business from Burgundy School of Business marked a transformative shift from rugby-centric life to a realm of wine exploration. Viewing education as the gateway to redirecting my trajectory, I sought opportunities to delve into the world of wine and bring Burgundy's essence home. The experience shaped my winemaking philosophy, offering insights into business dynamics and instilling a profound appreciation for old-world winemaking. Burgundy, with its focus on Pinot Noir and Chardonnay, became the heart of my studies, emphasising terroir, cultivars, appellation, classifications, and climats.

You mention being captivated by the Burgundian lifestyle - the slow pace, gastronomy, art, and nature. Do you miss aspects of living in Burgundy now that you are back in South Africa?

Of course, it’s missed. I cherish its memory even as I revel in the unique beauty of South Africa. The Burgundian appreciation for gastronomy and the effortless elegance of small-town life, with quaint restaurants and terrace conversations, linger in my heart. It really does have a certain?je ne sais quoi.?Though missed, this lifestyle is best enjoyed in the company of loved ones, so its good to be home.

What made you decide to collaborate with veteran winemaker Kevin Grant as your lead consultant for Francis Wines? How has he mentored and guided you in creating your vision?

Collaborating with veteran winemaker Kevin Grant as lead consultant for Francis Wines was a deliberate choice to learn from the best, someone with his heart rooted in it all. Beyond expertise, I sought someone deeply connected to the soil, sharing his passion for old-world winemaking. While our grapes come from Babylon Farm, La Vierge Winery, with Christo Kotze as the winemaker—the other crucial role-player—Kevin stands out as a rockstar in the realms of Pinot Noir and Chardonnay. His guidance throughout every phase, from selecting plots to bench trials, ensured the final result aligned with my vision, palate, and brand identity.

Why did you choose Hemel-en-Aarde Ridge as the location to produce your wines? What parallels do you see between this region and Burgundy?

The striking similarities between the appellations and classifications found in Burgundy were a major factor in Francis Wines choosing Hemel-en-Aarde Ridge as its production location. The Hemel-en-Aarde Ridge appellation, with its cool climate, is particularly suited for the late ripening required to achieve optimal sugar and acidity levels for Pinot Noir and Chardonnay. The choice was influenced by the shared emphasis on appellations and specific climats, reflecting a Burgundian approach in terms of aspects such as soil type, altitude, and climate. Hemel-en-Aarde has gained international acclaim for these attributes.

You pay special attention to the concept of 'climats' - can you explain what this means and why it's important in shaping your wines?

Giving special consideration to the concept of 'climats,' we focus on delimited plots with distinctive microclimates, individual identities, and unique agricultural features. Think of it as a fingerprint—a singular expression of the land. Our meticulous approach involves selecting Chardonnay and Pinot Noir from specific plots, each possessing distinct characteristics that align with my vision to preserve the purity and integrity of the fruit, adding layers of complexity, finesse, and structure, and crafting wines of exceptional quality and character.

How would you describe the style and philosophy behind the wines you are creating at Francis Wines? What are you aiming for in terms of elegance, finesse, and complexity?

The climat-focused approach translates into a winemaking philosophy that prioritises minimal interference. With Chardonnay, our focus on acidity and a tight palate highlights the grape's elegance, while Pinot Noir achieves finesse through fine tannins and an enduring finish.

As an entrepreneur and wine brand owner, what do you find most rewarding and most challenging on a day-to-day basis?

The most rewarding aspect is sharing my story and witnessing how locals and internationals perceive the brand. The challenge lies in patience, from conceptual planning to marketing efforts; in the wine world, immediate results are a rarity.

Do you miss aspects of your rugby career now that you are fully immersed in the world of wine? Are there any parallels between the two paths?

I often find myself missing the camaraderie that defined my days in rugby. Transitioning to the wine "field" feels more like entering a battlefield at times! The path in the wine industry is undeniably tougher, demanding significant patience. I'm currently navigating the process of introducing my new "package" – shifting from a rugby ball to a glass of wine in hand.

What's next for Francis Wines? How do you hope to grow and evolve the brand over the coming years?

Our aspiration is to establish three appellations under our brand: Hemel-en-Aarde Ridge, Upper Hemel-en-Aarde, and Hemel-en-Aarde Valley. The ultimate goal is to craft a magnificent Méthode Cap Classique (MCC) and expand our presence both locally and internationally. We look forward to witnessing the continual transformation of the soil, symbolising the ongoing journey and development of Francis Wines.

Thank you, Burton, for allowing us to share your extraordinary personal journey with our readers. We wish you and Kevin much success in the future.

Denomination Design: Creativity as Unconventional as the Wine Itself

The Pemberton, Western Australian region, is notoriously difficult to grow grapes in; however, our client Larry Cherubino believes that this enables him to produce wines of exceptional character and quality. Denomination’s brief was to deliver a premium, truly disruptive, creative brand that communicates the philosophy of this wine and region. It needed to be endorsed by the Cherubino brand but be clearly differentiated within its portfolio.

The Execution

Great ideas often come from simply listening. During our briefing, our client spoke of his winemaking philosophy: “On the fringes is where you get the greatest reward." And that became the genesis of the idea: creative winemaking pushed to the outer limits.

This quote was hand-written by him and sits at the very bottom edge of the label. The tension of the negative space of the empty label draws the eye to the quote, which is partially torn through, emphasising its extreme and unusual positioning. Using unique technology, each label is individually torn to reflect the handmade nature of the wine.

Cotone Bianco paperstock was chosen for its tactile, natural, sustainable, and premium nature, as well as its performance during the tearing procedure. Apart from blue ink, no other embellishments were required in order to be as sustainable as the wine itself, reflecting the pared-back simplicity of hands-off winemaking.

The Result

The quote "On the fringes is where you get the greatest reward" says it all about this wine's unconventional origins and boundary-pushing character. The end result is a one-of-a-kind, richly rewarding wine as progressive as the sustainable packaging it is bottled in. With its torn edges and handmade texture, the label perfectly reflects the wine's distinctive hands-on production. Both are creatively crafted to catch your eye and spark curiosity about what's inside. This label got it right: to make wines with real soul, you’ve got to push all the way to the edges of winemaking. ?

Bravo to the creative minds at Denomination Design! Their exceptional work in the world of wine packaging has earned them a coveted Pentawards Silver, a testament to their passion for crafting elegant and impactful designs that celebrate the art of winemaking.

Shaping the Wine Narrative: Delivering Impactful Insights

Wine Snobs vs. Casual Drinkers: Who's Happier?

When it comes to buying wine, there are basically two types of people. On one hand, you have the "wine snobs" who spend forever researching all the top-rated wines to find the absolute best bottle. They meticulously analyse wine reviews and ratings, trying to optimise their choice. Then, on the other hand, you have the casual wine drinkers who really just want something decent that tastes pretty good. As long as it's not terrible, they'll be satisfied.?

Now you'd think the picky expert wine people scrutinising every vintage would be happier since they end up with the optimal, best wine. But get this - it's actually the opposite! All that effort to find the perfect wine causes way more stress and angst. The experts second-guess themselves and get all wound up about their decision. Meanwhile, the casual wine drinkers are cool with "good enough" and go home perfectly content, without all the fuss.?

So at the end of the day, the laidback folks drinking an average, affordable wine may actually get more enjoyment than the uptight experts with their fancy-schmancy high-end wine. When it comes to wine, optimising doesn't necessarily mean more happiness. The casual crowd satisfied with "good enough" often wins this one!

1. Do you focus your wine marketing more on optimising expert drinkers or satisfying casual drinkers? What percentage would you estimate each group represents in your target audience?

2. Have you found the paradox of choice to be true - that experts stressed about finding the optimal wine actually enjoy it less than casual drinkers content with "good enough"??

3. What strategies do you use to market wine specifically to satisficers looking for an assuredly "good enough" option vs. optimizers seeking out the highest quality? Do certain labels, shelf placements, or vocabulary tap into satisficers' needs?

4. Do you think the wine industry overlooks the large segment of casual drinkers just looking for something good enough? Should more marketing shift to resonate with their motivations around choice?

5. For expensive, high-end wines targeted at optimising connoisseurs, how could marketing ease the anxiety over selecting the absolute best wine for experts paralysed by too much choice?

6. For inexpensive wines aimed at more casual drinkers, how can marketing best tap into their goal of minimising disappointment over maximising quality?

Hello, I'm Mike Carter, the driving force behind Winemakers On Fire. While this newsletter is my passion project and a privilege I do not take lightly, my expertise in content creation extends beyond these pages. I craft compelling articles and content for monthly and weekly newsletters, blogs, and case studies for the wine industry and wine industry professionals who are serious about building valuable brands—ones that grow their reputation, engage their audience, and provide additional avenues for monetization.

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