Forget about Swartland wines. Who does their PR? The Swartland Revolution starts tomorrow and gets international coverage in Time magazine. Business Day got it so wrong last week in a bad tempered overview by vinous entrepreneur Michael Fridjhon that concluded “Whether or not [the Swartland] can become mainstream, is altogether another question.” Duh! Coverage in Time confirms it is pretty mainstream already. Or was that controversial column a piece of situationalist art, drumming up free publicity for the event, along the lines of my light-hearted joshing of the Platter sighted wine guide?

Callie Louw, Che Guevara of the Swartland

Quite how Eben Sadie, Adi Badenhorst, Callie Louw and the marvelous Mullineux duo did WOSA’s export marketing job for them for free, is perhaps something to be taught at a wine marketing MBA at UCT, taught by professors without any conventional qualifications. How they got that one through the UCT Senate is a mystery to rival the Wedding at Cana! As for me, I can’t wait to taste Callie’s Swartland wines – if they’re half as good as his braai’d leeks, Stellenbosch and WOSA had better take shelter.

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