The grapes for these wines are sourced from Cape vineyards that have been certified by FLO-CERT under the Fair Label Organisation (FLO) Standards that forms part of Fairtrade. Growers are paid a premium for the fruit that is directed towards social development of the wine-farm workers, who decide on how the funds are to be spent.
"The initiative is based on trade rather than aid and is intended to make a material difference to the workers involved," says Deon Boshoff, head of the winemaking team behind Place in the Sun wines.
The son of farm workers, he grew up on an apple farm in Elgin and was able to study winemaking with the help of a bursary available to the children of farm workers. Now 32, he has been making wines since the age of 22. He was appointed to his present position as cellarmaster in 2010. At Adam Tas cellars in Stellenbosch, he oversees the production not just of Place in the Sun wines but other labels, including Zonnebloem, one of South Africa's best-known and longest-established brands.
Another positive outcome of the Fairtrade premium that is paid to the Place in the Sun grape growers is that it has enabled Alvercia Juries to be the first person in her immediate family to attend university. She is a second-year nursing student at the University of the Western Cape, where she is studying for a four-year degree.
Not only does Fairtrade provide the basic needs of the community through the workers' trust but the organisation also teaches the workers how to budget and invest their money.
All four wines are styled to be refreshing and approachable. There is a Sauvignon Blanc, a 2010 Shiraz, 2010 Cabernet Sauvignon and the 2010 Merlot available nationally. The Sauvignon Blanc is expected to retail for around R35 and the reds for around R45.
