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| Place
in the Sun Sponsors Novel SA Socio-Environmental
Road Trip |
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| One
of South Africa’s newest global wine
brands, Place in the Sun, is partnering
with the EXPEDITION Project, a highly innovative
social and environmental campaign developed
to inspire sustainable change across South
Africa. The easy-going, generous-spirited
wine brand launched internationally last
year is the lead sponsor of the project
conceived by Capetonian social activist
Roger Wynne-Dyke. |
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The
year-long initiative, which essentially
involves a road trip around the
perimeter of South Africa, visiting
200 towns in 365 days, is documenting the
challenges and opportunities affecting the
communities it encounters, with a view to
helping in developing practical and
relevant solutions.
The entire voyage will be visually chronicled
and include a series of interviews, culminating
in a TV and online series on the journey,
the people and the energy, wildlife, climate,
cultural and business projects that emerge.
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Says Deidre Samson, global marketing manager
for the brand: “Place
in the Sun is inspired by the imaginative
but also very practical and positive approach
of the Expedition Project to addressing
needs in South African communities. Although
the brand is making the journey possible,
the initiative is also encouraging people
in their personal capacity to support the
project either materially or by donating
time or skills."
"It provides a very well-matched
fit with our own positioning. Through the
Place in the Sun website, we have
already embarked on a similar strategy,
encouraging wine lovers to converse online
about projects they know of, that have been
developed to make a difference. The website
provides a forum to express support for
individual and broader programmes that
literally help people and communities find
their place in the sun.”
Starting and ending in Cape Town, the members
of the Expedition Project
will be travelling from Cape Town along
the west coast to the Namibian border and
then move northeast across the country to
the Mozambican border before finally turning
southwest along the east coast back to Cape
Town. The stopovers will include towns and
small villages from Alldays to Zeerust and
in every instance, the project will take
a souvenir that encapsulates the community
encountered, while leaving something behind
to seed the process of creative
problem-solving.
Says Wynne-Dyke: “The first year
is literally a journey of groundwork, identifying
areas that can be meaningfully addressed.
Our plan is not to impose solutions but
to listen to the communities we meet and,
based on what we discover, help
develop a new way of thinking,
where people find ways to create their own
change. Our role will be to inspire and
facilitate change by showing what is possible,
by networking, bringing skills, facilities
and equipment to those who need them to
make their solutions a viable, sustainable
reality.”
Samson said the wine brand was similarly
serving as a conduit to facilitate an improvement
in the quality of people’s lives.
Place in the Sun, through its Fairtrade
accreditation, is simultaneously working
to accelerate community upliftment amongst
farm workers. The range of one white and
three reds is produced from grapes sourced
from Cape vineyards that have been certified
by FLO-CERT under the Fair Label Organisation
(FLO) Standards that forms part of Fairtrade.
Growers are paid a premium for their fruit
that is directed towards social development
of the wine-farm workers, who decide on
how the funds are to be spent.
Issued by: DKC (De Kock Communications)
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