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In 2024, a new world wine region caught my attention for a very particular reason. While many wine-producing countries were grappling with declining export values, South Africa bucked the trend — not just holding steady, but actually gaining in value. It reminded me of my conversation back in Episode 37 of Season 4, with Anthony Hamilton Russell, who spoke so passionately about South Africa’s ambition, confidence, and its ongoing quest to command greater attention on the global wine stage.

The latest numbers hinted at something more than coincidence. It looked like a long-term strategy was finally hitting its stride. I wanted to understand what was happening behind the scenes — what was driving this momentum — so I reached out to Siobhan Thompson, the CEO of Wines of South Africa, the independent industry body solely focused on export markets and global activity.

Siobhan was generous with her time, and what followed was a fascinating conversation about market dynamics, strategic storytelling, and the bold, creative marketing mindset she’s bringing to the South African wine industry.

It’s a chat filled with insights from so many angles, and I’m thrilled to share it with you. So, without any further delay — a huge thank you to Siobhan for joining me, and I hope you enjoy this conversation.

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