Not so White Wine.

Make way for the future of brand savvy South African movement leaders of colour, culture and Street Fabulosity.

The Smarteez- Black on the inside multicoloured on the outside.

The scene is set on a rhythm surged Sunday in Soweto at Panyaza Chisa Nyama, Zulu for "Cook the Meat" this is the hub of fashion and trend spotting for the economically empowered sexy young and happening crowd. Most of these kids are rocking IT and Fashion careers, whilst butterflying the social circuit in and around Jozi's Burbs. They roll up in BMW'S, Mini Coopers, 4X4's and Audis and Chryslers. You can smell success and wealth in the air.

There’s a certain music video aesthetic that accompanies this entourage of Black Diamonds, Big sound, Big rims, Big presence, Big hair, Big labels. This is about status, about wealth, and the finer things in life.

Louis Vuitton paired with Boys School Pants from Pep, teamed with a Prada bag and cheap plastic sunnies from the William Nicol Street vendors. The style speaks of the extremes in wealth seen in Soweto. Mansions amongst matchbox houses. A Lexus stopped at a traffic light next to a dented Corolla with a bumper sticker that reads “A black man is always a suspect”

Ethnic Diversity, too cool.

A sleek and nubile choco-skinned princess with an expensive weave and huge Dolce and Gabbana sunglasses pours out of a barely road worthy taxi. She can funnagalore cuss the taxi driver in one breath and hold a well versed intellectual conversation in the next. She might live in Bryanston now, but she drops into iLoxion for some of that soul shake down goodness The Burbs can’t offer. Not even Capital Records or Moloko in Rosebank.

There are iconic brands that epitomize a Black Diamond, these are not racial generalizations but more like status symbols. Drinking Johnny Walker Black, Driving a Chrysler Voyager, A house in Blue Valley. Soon enough big Wine Brands are going to be added to this list along with an iconic cult status spin-off.

The land of milk and honey brings together a melting of pot cultural influences, these are socially aware luxury living individuals who define themselves by immersing their existence into Music, Art, Fashion and Business. Basically - Putting the style, back into Lifestyle.

Forbes.com says “Upwardly mobile with huge spending power”

TNS Research Surveys (Pty) Ltd and the UCT have indicated that 72% of the bracket believe that “the way your children dress, speak and are educated is a reflection of your wealth"

There is no disregard to culture however, amongst the , a place of extreme poverty and wealth you will find some of the hottest and progressive places to party, chill, eat dance dine and most recently - wine. You can eat chicken neck and walkie-talkies washed down with Premier Label whisky’s and Bourbons.

Sedibeng Pub & Restaurant in Soweto ,is a premier high-energy classy bistro style pub and upmarket shebeen has become a landmark for foreign tourism. All that is needed now, to fuel the wine interest is a sassy wine list to accompany the afro-cuisine on offer.

The Rock in Rockville Soweto, where some of SA's Talented DJ's play to a designer label clad crowd, a fashion catwalk of statement and self expression may just be absorbing a wine bar concept into their current model. The possibilities are there, as is the purchasing power.

iKapa has its own Multiracial Hot Spot. - Mzolis in Gugulethu. A friendly and beautiful mash of skin colour and style. Its all about Nyama here, summer time flesh being shown off by the girls as well as the pap and braavlies extravaganza sizzling on the grill. Siya Groova to Deep Afro House, Jazz inspired dance music. Pure thick and heavy tribal percussion styled jams that us Mlungu's just dont have. Just as patrons can bring their own booze from neighbouring shebeens, we may see chilled bottles of Sauvignon popping out of oversized Marc Jacobs handbags.

Uya Bona. It is evident that a white mans nectar has transgressed supremacist boarders and is now a huge part of African Culture. And by huge I mean the reported 7548 enthusiastic attendees at the 6th Annual SOWETO WINE FESTIVAL 2010 which saw record numbers in participation and sales.

Effective marketing meets the market where it’s at.

Bring the wine lands to streets!

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“It was a magnificent sight that makes the heart beat with pride. What a crowd of beautiful people. We are extraordinarily proud of this event and how the trendsetters of Soweto and Gauteng have made the Soweto Wine Festival theirs in every way. We attribute this record number of visitors to the fact that wine is for every South African and that this market is on its way to becoming the primary wine market in South Africa. We suggest wine marketers take note to include this market in their marketing plans from here on in.”

Marylin Cooper of Cape Wine Academy and Founder of the Soweto Wine Festival.