Industry organisation South Africa Wine says the priority for the credible framework for growth, competitiveness and transformation that is the Agricultural and Agro-processing Master Plan (AAMP) is for faster, coordinated delivery, backed by targeted public funding, policy certainty and effective execution across all spheres of government.

It urges government to use the 2026 State of the Nation address to make clear, time-bound commitments to implementation of the AAMP, with defined roles and accountability across national, provincial and municipal government.

“The wine and brandy sector is ready to partner with government to deliver. What is needed now is coordinated execution, targeted public investment and policy certainty that crowds in private capital.

“Faster implementation will not only strengthen our sector, but it will also demonstrate how effective delivery can drive inclusive growth, rural development and export competitiveness across the economy,” says South Africa Wine CEO Rico Basson.

“South Africa does not need new plans for wine and brandy. We need collaboration and faster implementation of the plans we already have. If delivery is accelerated, the sector can unlock significant growth in exports, wine tourism, rural employment and inclusive enterprise development,” he says.

Further, as part of an export-led growth agenda, South Africa Wine is urging government to prioritise market access for wine, with a focus on value growth in prioritised markets.

This includes accelerating progress on Japan tariff reductions, EU and UK quota reform, the US African Growth and Opportunity Act renewal and African Continental Free Trade Area implementation, while defending science-based international wine standards and strengthening South Africa's brand positioning in priority markets.

“To remain competitive, South Africa must shift exports toward higher-value packaged wine and protect science-based standards that underpin fair market access,” Basson says.

Additionally, in a rapidly changing global trade environment, disciplined and targeted trade discussions are essential to protect market access, grow exports and build investor confidence.

For sectors such as wine and brandy, effective trade diplomacy has a direct and measurable impact on the local economy by supporting rural jobs, strengthening tourism-linked activity and contributing to broader social welfare.

This is because, when trade engagement falters, the costs are felt immediately across the value chain, Basson points out.

Further, South Africa’s wine industry supports thousands of jobs across farming, production, logistics, tourism and exports, but operates with an excise rate above that of many of the industry's global competitors.

South Africa Wine calls for predictable and sustainable excise taxation, including a clear link to consumer price inflation, to ensure stability and long-term planning for producers and value-chain businesses.

Government must simultaneously strengthen enforcement against the illicit alcohol trade, which undermines compliant producers, erodes the tax base and places consumers at risk.

A fair excise framework, coupled with effective enforcement, is essential to protect legitimate businesses and support economic growth, South Africa Wine says.

However, logistics performance remains a vital constraint on export growth and tourism confidence. Reliable logistics are fundamental to confidence in South Africa as a trading partner and tourism destination. Progress at the Port of Cape Town must be sustained and accelerated, the industry body says.

South Africa Wine calls for wine to be formally recognised as a priority export and tourism-linked sector within the National Logistics Recovery Plan, with continued focus on improving reliability and capacity at the Port of Cape Town and meaningful industry participation in logistics coordination platforms.

Further, basic services, such as water, electricity, roads, waste management and safety, directly affect investment decisions and visitor experience in wine-producing regions.

South Africa Wine is calling for targeted municipal investment in agricultural and tourism nodes, supported by public–private partnerships and alignment between local infrastructure plans and national agriculture, tourism and export priorities.

Functional municipalities are essential for investment-ready rural towns and sustainable tourism corridors, Basson says.

Meanwhile, climate resilience and global competitiveness are increasingly inseparable.

South Africa Wine, therefore, calls for expanded public investment in agricultural research and development, alongside tax incentives and accelerated allowances for renewable energy, water efficiency, circular economy initiatives and digital innovation, linked to measurable environmental performance and market-access requirements.

Climate-smart investment is not optional, but is vital to lowering costs, protecting natural resources and maintaining access to premium global markets, says Basson.

Additionally, transformation remains central to the sector’s long-term sustainability, and South African Wine urges government to scale-up inclusive enterprise development, expand blended finance and align skills development with targeted support for black-owned wine brands, farms and tourism-related enterprises.

The industry body also emphasises people and skills as a key differentiator across the value chain, from vineyard and cellar to brand building and tourism, and notes that investment in leadership, technical and entrepreneurial capabilities is essential to unlock productivity, competitiveness and long-term inclusion.

“Inclusion must move beyond pilots to scale. With the right finance, skills and market access, we can accelerate meaningful participation across the value chain,” Basson adds.

Further, wine tourism is a proven driver of high-value jobs and rural economic activity, but remains under-integrated in national policy.

South Africa Wine calls for wine tourism to be deliberately embedded in South Africa’s tourism and economic growth strategies, supported by joint agriculture–tourism programmes, skills development, professionalisation and destination marketing that links wine, food, culture and heritage.

“Wine tourism is one of the most effective ways to grow rural economies, diversify farm income and create jobs for youth and women. It deserves explicit recognition as a national growth engine,” says Basson.