"Produced on the Diemersfontein Estate in Wellington, South Africa." Denise Stubbs
Thokozani wines are made by the Diemersfontein team which reduces overheads and risk for the empowerment company. The latter does most of the marketing and the wines are doing well internationally, especially in Holland. The plan is to grow output to about 10000 cases a year across the three Thokozani wines, from 6000 cases presently, which would take Thokozani wines to about 10% of Diemersfontein's annual production.
The Thokozani Wine is doing well and represented in the US, Holland, Germany, Switzerland, Sweden, Denmark, Czech Republic , South Africa and Botswana. But why create a new brand from scratch? Why not let workers share in Diemersfontein's existing success? "It's about separating ownership of a brand," explains David Sonnenberg. "If people feel that they have a major proportion of a small brand it has more meaning than having a smaller part of someone else's brand." Thokozani is owned by three groups of investors: the staff (which own 30%), Diemersfontein Investments represented on the board by David (40%) and external investors (30%).
The Thokozani Wine is doing well and represented in the US, Holland, Germany, Switzerland, Sweden, Denmark, Czech Republic , South Africa and Botswana. But why create a new brand from scratch? Why not let workers share in Diemersfontein's existing success? "It's about separating ownership of a brand," explains David Sonnenberg. "If people feel that they have a major proportion of a small brand it has more meaning than having a smaller part of someone else's brand." Thokozani is owned by three groups of investors: the staff (which own 30%), Diemersfontein Investments represented on the board by David (40%) and external investors (30%).