Black-owned Winepreneurs to showcase their wines at the TREASURE CHEST Wine Show in Johannesburg

A Joint Action Group from the Western Cape, consisting of 13 Black Owned Brands and 1 BEE Company in the Wine Industry take their unique quality wines to the people of Gauteng.

FOLLOWING the hugely successful launch of the Treasure Chest Wines in KwaZulu-Natal, the crème of South Africa’s most exciting black owned wine brands will showcase a collection of some of the finest wines that South Africa has to offer on the 22nd and 23rd of February at the Sandton Convention Centre.

This grouping of self-made winepreneurs, who collectively possess over 125 years’ experience and 13 of whom are powerful and visionary women on the rise, launched under the name of TREASURE CHEST in November 2016. Plotting a new path to transformation in the 360-year-old wine and agriculture sector, where less than 2% of the industry is black-owned, the Treasure Chest collective are certainly a force to be reckoned with. Their perseverance, determination and strong desire to work collectively to penetrate the untransformed wine industry and be more active in the mainstream South African economy is a prime example for future entrepreneurs who might be struggling to enter other industries in South Africa. Treasure Chest Wines are world-class wines by any measure, having been the first on American Airways, on the shelves of leading retailers, winners of numerous international awards and now exporting collectively to over 25 countries, the future looks bright for this pioneering wine brand.


Aimed primarily at trade, wine buyers, sommeliers, retail, hospitality and tourism industries, the wine-loving public and all wine enthusiasts are invited to attend this historic exclusive event, bridging the gap between key industry influencers, public and the Treasure Chest wine brand owners. According to the passionate and visionary Malcolm Green, owner of La RicMal wines, principal and lead applicant of Treasure Chest, Mr Green says “The Treasure Chest Roadshow is the first promotional and marketing event in South Africa that will address growth, transformation and asset ownership to black owned brands in the wine industry of South Africa. This initiative is long overdue and needs urgent partnership from all spheres of the South African economy. Wine brand owners will contribute significantly to the agricultural industry’s growth, economic development and sustainability, introducing and creating the opportunity for new market developments within the South African economy.”
“Treasure Chest” enables trade opportunities for stockists of fine wines to house and retail the new and exciting range Treasure Chest Wine brands. Mr Green also said, “The response we’ve received from Durban was an over-whelming testament to the fact that our wines can compete most favourably with some of the established big names in the industry. We are extremely positive and excited about introducing our wines to Gauteng and making inroads in the City of Gold.”

Aptly called “Treasure Chest”, the brand name speaks to the inherent value of the unique array of flavours, aromas and blends, including varietals that are some of South Africa’s best kept secrets. Each wine carries a unique South African essence and story, personal to its creator, developer and owner. The Treasure Chest collective includes award winning and internationally sought after varietals and vintages from more than 11 different wine regions in the Western Cape, each with its unique nose and taste characteristics. The brand collectively encapsulates a perfect bouquet of South African wines.


Given that South Africa’s wines are loved by local consumers and international buyers alike, the Treasure Chest is guaranteed to be a breath of fresh air to the industry. With such an established market, however, it can be difficult for new players to enter. For many, wine is still seen as a luxury product, and customers tend to stick to the brands with which they are already familiar with. Despite this, wine culture is continually growing in the country. Events like the successful Gugulethu and Soweto Wine Festivals are testament to the appeal of wine culture across the social spectrum. Also, with over 80% of the local wine-drinking market still untapped, it is certainly one with massive potential and significant room for The Treasure Chest brands to make themselves known.


As the principal Malcolm Green says: “The Treasure Chest as a collective of black owned wine brands, will break new ground in the country. The group features a diverse mix of estates and brands from eleven different wine-growing regions in the Western Cape all united by a common purpose. The Treasure Chest will provide a platform for their wines to compete with other brands on shelves and menus across South Africa. The aim is to build on the amazing wine-making heritage in the country and introduce customers to a new generation of South African wine.”

In support of this initiative encompassing economic development and transformation, the Department of Agriculture, Forestry and Fisheries (DAFF), National Marketing Agriculture Council (NAMC) and the Wine Transformation Committee pledged their support by welcoming the Treasure Chest Road Shows. Attendance by Eustace Mashimbye: CEO Proudly South African, Costa Pierdes: SA Chamber of Commerce, Mcendisi Madela: The President of SALTA, Mr Mishack Hlophe, the Tsogo Sun group sommelier, Mr Miguel Chan, The DTI, to name a few, have confirmed support and attendance at the Johannesburg launch and is an unequivocal indication of support at the highest level.

For consumers and connoisseurs passionate about supporting local products, The TREASURE CHEST, now bears the PROUDLY SOUTH AFRICAN logo.


Offering the very best in terms of quality and price, the Treasure Chest Roadshow will give Gauteng wine lovers and trade the opportunity to taste and enjoy these world-class varietals, whilst interacting directly with the vintners themselves. Malcolm Green, the principal and ambassador of the wine industry says, “We are confident the buyers, restaurateurs, public visitors, industry bodies, trade and industry departments and the hospitality industry will be wowed by the wines and this group of quality wine brand owners passionate to bring their best to the fore, we invite you join and experience the result of our passion, dedication and vision to create a Treasure Chest in the world of wines!”

The Johannesburg Treasure Chest Wine Show is scheduled for February 22 and 23 at the Sandton Convention Centre. The exhibition opens from 3pm to 8pm daily. Entry is free of charge.

For more information on the exhibition and for trade only, enquiries to attend the exclusive pre-exhibition conference on the 22 February 2017 can be made to Ulsana on: 031 206 4001 or visit