Lexington, KY - Despite the economic recession, the global consumption of wine is forecast to reach a healthy 178 billion gallons by 2015, according to the Food and Agriculture Organization (FAO), an agency of the United Nations.
Leading the way are the biggest wine producing countries: Italy, France and Spain. The United States follows in fourth place. But another nation is climbing the list at No. 8 - with a bullet, so to speak. It's South Africa, which enjoys a Mediterranean-like climate in its wine-growing regions.
Central Kentucky has direct ties to an eleventh generation South African wine producer. Nic de Wet's many family members grow and produce wine on their estate in South Africa and distribute it worldwide, but the family also operates a distributorship called Toast of Kentucky in Bourbon County, in addition to owning a horse farm and breeding and training operation, Leatherwood Stud.
"We employ a bunch of people and stimulate the local economy through our horses and wine company," de Wet said. "Although I have an accent and am South African by birth, we consider ourselves Kentucky proud. That's the angle we push and promote."
Kentucky was once one of the leading grape- and wine-producing states. Its heritage dates to about 1800. Today, it is trying for a comeback in the industry. There are nearly 70 wineries in the state, according to a website called Kentucky Wine.
You might wonder why de Wet picked Kentucky, one of the lowest wine-consuming states, for his base of operations.
"One thing we hang our hat on is our association with the equine industry," explained Thomas Stephens, a Lexington attorney who handles legal affairs and public relations for the local winery company.
"Several core wines in the family of brands either have equine naming or an association with the industry through sponsorships. We are involved in all of the major equine events in the area," said Stephens.
Two of the wines from South Africa, a Cabernet Sauvignon and a Shiraz/Viognier, are named after de Wet's Leatherwood farm.
Recently, de Wet formed a partnership with Barry Downing, a 22-year veteran of the adult beverages industry and a former sommelier. For the uninitiated, sommelier is French for "wine steward" - a trained and knowledgeable wine professional, usually working in a fine restaurant, who specializes in all aspects of wine service and wine and food matching.
"The goal of the Court of Master Sommeliers is to train people to be wine professionals with the passion and desire for enhancing dining experiences and to compliment wine service at tableside. We also advise how wine is used by chefs in the kitchens for different venues, times of the year or style of cuisine," explained Downing.
Just how passionate is Downing about fine wines? He lovingly refers to wine as "a living, breathing organism that is also a food product."
Downing said de Wet's Leatherwood Stud farm is the wine business' national headquarters.
"We do all of our banking here, so all of our business profits come back to Kentucky," he said. "A lot of our competitors don't have national headquarters in Kentucky."
The partners also own an import company based in Virginia called Vineyard Varieties that brings their wines to the Port of Norfolk. They distribute to 28 states and are growing. They are building their brands, increasing their footprint and getting known across the country.
"We sell our wines to retail outlets and restaurants in Louisville, Lexington and Northern Kentucky and are expanding into the satellite towns in between them," said de Wet.
A new product produced by the company and a source of pride is Fair Trade wine, soon to be available at Liquor Barn locations in Lexington and Louisville.
Fair trade is an organized social movement and market-based approach in developing countries. The goal is better trading conditions and sustainability. The movement advocates payment of higher prices to producers along with higher social and environmental standards. Besides wine, other common products included in the movement are coffee, cocoa, sugar, tea and bananas.
"This enhances the lives of workers in South Africa and the underprivileged," said de Wet. "There are efforts by producers to raise living standards of workers and to give them profit sharing from the sale of these wines. The wine industry employs more than 500,000 people in South Africa alone - the fourth largest contributor to the gross national product," he continued. "Think of mining - gold, diamonds and iron ore. All are dominate industries in South Africa. For the wine industry to come in fourth place says a lot," he said.
To be certified, said de Wet, a wine company must give 25 percent of its profits to workers.
"But our producing partner for these wines has given its workforce 52 percent," he said. "That shows real commitment."