Vintners Surf Classic

Last weekend, I found myself standing on the beach in Stilbaai, watching winemakers trade barrels for boards at the annual Vintners Surf Classic. The waves were big and messy, with an exhausting rip current making every paddle-out a battle. The clock was ticking. And out there in the churn, it was clear: this was more than just a surfing contest  it was a mirror of the state of our industry.

Surfing under pressure is a lot like making and selling wine in 2025. You’ve got a limited window, unpredictable conditions, and only so many chances to make it count. Some paddle through cleanly, catching their wave at just the right moment. Others get knocked back, dragged under, or left watching as opportunity rolls past.

The truth is, the wine world right now feels like a big set breaking just offshore and, as Nic van Aarde will tell you, there’s nothing more daunting than staring it down with an old leash. Tariffs, shifting consumer tastes, disappearing price tiers they’re all waves rolling toward us. Some will crash hard. Some will open new rides we’ve never taken before.

The difference, as in surfing, comes down to two things: preparation and creativity. The surfers who stayed loose, adapted, and read the water found their rhythm. The ones who stiffened up, who played it safe, got left behind. It can happen to anyone, at any time. It’s the same with brands.

We can’t change the tides but we can choose how we ride them. Do we freeze, waiting for calmer seas? Or do we paddle with intent, back ourselves, and take the drop?

Here’s to paddling hard, standing tall, and riding whatever comes with purpose.

See you in the lineup,

Brad