The Russians, especially, had immense respect for the restorative powers of Champagne. In former times, even the most knowledgeable medical practitioners believed that a glass of Champagne had sufficient restorative powers to kick-start a weakened patient back to vigour and to life.
Arguably the most famous account hereof, is when the genius Russian author Anton Chekov was lying on his death-bed and the doctor called for a glass of Champagne.
The writer sipped from the cup, stating: “I am dying. I haven’t drunk Champagne for a long time.” Unfortunately, the elixir’s effects were insufficient, and Chekov died shortly after the sparkling draught. This was in 1904, and American short-story writer Raymond Carver wrote a magnificent account of his idol’s passing in the story “Errand”. Strongly advised reading.
This bit of touching nostalgia was set adrift with last week’s announcing of the winners in this year’s Amorim Cap Classique Challenge, a convivial gathering at Vrymansfontein where the atmosphere was more about life and celebration than the unveiling of wine competition results, which can be a stern and serious affair for those attending, uncertain whether their entries would have found glistening muster from the judges.
As the MC at the event, I was going to use the life-affirming powers the Russians saw in Champagne to lead a statement of sparkling wine’s ability to get the heart beating of a wine industry that has currently fallen on hard times. Local sales decreasing 10% a year, take note.
However, in the week leading up to this event, the South African wine industry lost a splendid person in the form of Anthony van Schalkwyk. Not only a wine ambassador, businessman and marketer of the genteel, personable and courteous kind, Anthony was married to Caroline. She manages the Cap Classique Producers Association, and before tragedy struck on that Monday afternoon, Caroline was still talking about the event as her favourite day in the year.
The MC’s address, obviously, had to be altered out of respect for Anthony. During the event, not only the glasses were wet, but the eyes, too.
But what I was going to say, was that like Champagne restored the ailing health of the Russians, Cap Classique – the Cape’s home-grown version of the timeless starry sparkled drink – could just be the jolt the sputtering South African wine industry needs.
During his address at Friday’s event, Joaquim Sá, MD of Amorim Cork South Africa said of Cap Classique, quoting Rico Basson of SA Wine: “Another South African wine success story! Few categories capture the spirit of our winelands quite like Cap Classique. Whilst modest in volume compared to the rest of South Africa’s wine sales, it has shown strong annual growth – 16% in 2024. More than 70% of the 7.5 million bottles now sell for over R200 per bottle.”
Joaquim added to this, stating the category grew by 6.3%, meaning 3.1 million bottles of Cap Classique found their way into glasses around the world.
“Now consider this: the global market for bottle-fermented wines already exceeds 800 million bottles, many of them sold above R200,” said Joaquim. “With around 10 million bottles, South Africa still represents only 1.2% of this beautiful market. Clearly, there is enormous growth potential, because Cap Classique often is seen by critics and experts as matching – or even exceeding – Champagne at similar price points, especially in terms of balance, length, and freshness.
“The road to success is to continue premiumising and leveraging South African identity; to further specialise and innovate; expand exports; capture the huge opportunity in the domestic market by positioning Cap Classique for everyday enjoyment; engage with younger consumers; and last not least, embrace the booming link with tourism.”
The growth of Cap Classique makes sense in today’s market where consumer profile reflects an ever-changing taste. Towards drinks that are cold and sparkling. Fruit-forward and diverse in flavour – something our Cap Classique categories of Brut, Blanc de Blancs, rosé and semi-sweet Nectar-styles offer in abundance.
Also, many Cap Classiques bear the labels of big, visible and active brands: Graham Beck, Krone, Nederburg, Kleine Zalze and Cabrière. And it is a fact that the image, profile and desirability of brands are as important as the contents of the bottle: Tom Ford and Levi’s are not-driven by a boutique, cottage-industry profile.
The fortunes of Cap Classique are increasing, to the greater good of the South African wine industry. True greatness is but a heart-beat away.
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