Following its Cape to Coast tour and New York City Braai grand tasting, Cape Classics further drives support of its brands’ culture through National Braai Day. Braai (pronounced, “Brye”), the earliest archeological evidence of barbecue, is a key component of South African culture. More than just a way of preparing a meal, braai evokes a spirit of communion that brings folks together as they enjoy food cooked over an open flame. In honor of the upcoming holiday, Cape Classics will lead a number of activations that invite consumers to be a part of the leading importer’s continued cultural initiative.
September 24 was designated National Braai Day in 2007. This annual day of celebration in South Africa, commonly known as Heritage Day, was rechristened to Braai4Heritage to signify braai’s importance to the country. In observance of the holiday, individuals are encouraged to unite around fires, enjoy the company of family and friends and cook meats prepared in the traditional South African fashion, paired with incredible wines from the country’s terroir.
“Having attended and hosted countless braais, and a huge enthusiast of the art itself, this holiday is near and dear to my heart,” commented Robert Bradshaw, Cape Classics’ President and COO. “Here at Cape Classics, we are a family that not only aims to bring consumers quality wines, but to share with them the culture that steers our company and the brands within our portfolio. We’re thrilled to have the opportunity to do this with National Braai Day.”
To support one of its longest standing wines, Cape Classics will highlight their Indaba brand through a consumer contest hosted on Instagram. The contest invites consumers of legal drinking age to post photos that best capture the essence of Indaba and a South African Braai. The winner who submits the best image will receive a $500 Whole Foods gift card. To enter, consumers must take a braai-inspired picture that includes a bottle of Indaba, the tag @IndabaWines and hashtag #Braaigram. The contest runs from September 19 to September 28, 2015.
Crafted in the Cape Floral Kingdom—the smallest, yet most diverse of the six plant kingdoms—Indaba wines reflect South Africa’s position as a leader in sustainable production. Indaba’s commitment to sustainable farming practices extends into social responsibility and commitment to community, and are a key part of the brand’s philosophy. To maintain this objective, a portion of the proceeds from Indaba’s global sales support the newly-created Indaba Education Fund (IEF), which is an accredited 501(c)(3) charity. Aiming to improve education at the ground level for children 0-6 years of age, the goal of IEF is to train teachers for this age group in the Montessori Method, and refurbish schools in the Cape winelands to Montessori standards. IEF will give wine industry workers’ children access to transformative education, and instill a love of learning from the onset to the children of wine industry workers.
Stylistically, Indaba wines present a character that is fresh and easy-drinking. Structured, yet approachable, the Indaba range offers food-friendly flavor profiles that make the wine an ideal match for whatever is cooked over an open flame.
“Like a braai, Indaba embodies community. The name itself is Zulu for ‘a meeting of the minds’,” explained Molly Choi, Cape Classics’ EVP of Sales and Marketing. “To expand that sense of togetherness and to support one of our core South African brands, we’re inviting consumers to take to Instagram, enjoy the celebration and share what braai means to them.”
Cape Classics was co-founded by Andre Shearer in 1992 with a mission of bringing the crème de la crème of South Africa’s then-fledgling boutique wine industry to the American market. In 2013, Cape Classics expanded its portfolio to include wines from France, and now proudly represents 22 of the finest estates and labels from the regions. Cape Classics’ mission is to provide a unique range of selections that are exciting and delicious and that offer outstanding value.