The buzz surrounding the first World Cup on African soil, which recently wrapped up in Johannesburg, has spread across the globe. Those annoying vuvuzela horns aside, South Africa has never had such positive publicity. Over the past few months, there's been a growing thirst to learn more about the people, culture, and traditions of this diverse country. And two South-Africans-turned-Minnesotans are helping slake that thirst by importing and distributing the fine wines of South Africa--wines you may not have heard of but definitely should try.

Roy Goslin and his wife of 13 years, Diane Ferrandi. moved to Minneapolis in 1998. Goslin had a background in business strategy and organizational change, while Ferrandi's specialty was project management. A U.S.-based information and technology firm recruited the couple as a "package deal" and offered them jobs in several cities across the country.

"We wanted to live in a city that had a population that was the same size or less than Cape Town, roughly four million people. We didn't want to live in one of the big metropolitan centers like New York or Los Angeles," Goslin says.

Within five years of living in Minnesota, both Goslin and Ferrandi had gone out on their own as independent business consultants. Forming their own business was the next logical step and the wine industry was a natural fit. Ferrandi's parents owned vineyards in the western Cape and Goslin spent 10 years working for South Africa's largest wine producer. Still, introducing South African wines to the Twin Cities was anything but easy. Goslin and Ferrandi were virtual strangers to Minnesota's restaurant and retail trade when they began their business, Z Wines USA, in 2005.

"Minnesota is a very difficult market. There's a huge wine selection here and a large number of distributors," Goslin says.

Another hurdle: changing the perception of South African wine in the American market. The end of apartheid opened up the export market, but a lot of poor-quality wine made its way into the U.S. and soured consumers.
"At that time, people had a very negative perception of South African wines, particularly retailers," Ferrandi says. "We started opening doors with our domestic wines...then we were able to say, 'hey, take a look at our South African portfolio.'"

Getting Behind the Wines

The business model also included hosting events and wine tastings to get the product out to the public. These days the couple typically spends three to five nights out a week promoting their wine--and their weekends are booked up through October. "These are the best marketing dollars we could spend. When we do these events, people respond incredibly positively to our knowledge," says Goslin.

 "I also think it's the accents," Ferrandi adds with a smile. "I have had people say, 'Gosh, I could listen to you all day.' And to me it's kind of odd," she says and laughs.

It's that authenticity coupled with Goslin and Ferrandi's expertise in South African wine that has won over area retailers like Mitch Zavada, manager and wine buyer at South Lyndale Liquors in Minneapolis.

"Roy makes sure our staff is knowledgeable and excited about the wines. Roy definitely is--and it's infectious," says Zavada. "It has a lot to do with our success and I'm sure other retailers who work with Roy would probably tell you the same thing."

Zavada says that over the past two years, he's noticed that interest in South African wine has picked up. The World Cup has also been a factor. Another reason: Zavada believes Z Wines has been effective at introducing a range of distinctive wines, rather than just pushing pinotage, the controversial wine grape that's long been South Africa's signature variety. "Some of them [pinotage] are very good, but in general they don't turn out to be very good wines. Among consumers there's a real like/hate relationship with that grape--and they have sort of shed that," says Zavada.

Since Goslin and Ferrandi arrived in the country, they have noticed that more Minnesotans are traveling to South Africa, which has helped their cause. "I think there are areas around the Twin Cities where people are very enlightened and people do a lot of travel or their children have traveled abroad. Then they come looking for South African wine," Ferrandi explains. "And those who have got onto our wines tend to just continue to buy them."

Above all, the importers say, the wine speaks for itself. "South Africa has been making wine for 350 years. The quality is very high. Our winemakers are craftsmen. And we don't have a single South African wine in our portfolio that retails for over $20. At that value, we've got some of the best wines in the world, without a doubt," Goslin says.

What Are They Like?

Goslin and Ferrandi's top seller is Bush Camp Sundowner Chenin Blanc. With citrus flavors and a hint of sweetness, the white wine pairs beautifully with seafood dishes and salads. Goslin also recommends the Tygerberg Sauvignon Blanc as another perfect summertime white. Another standout is the Landskroon Paul de Villiers Shiraz. With aromas of smoke and dark fruits, this full-bodied red wine pairs well with steak and other grilled meats. Goslin also suggests the Bristle Red from Stonehill Vineyard. The well-balanced dry red is a blend of cabernet sauvignon and shiraz. It has dark fruit aromas and flavors with hints of black olive, anise, and eucalyptus. This is another wine that pairs nicely with just about anything off the grill.

Currently, Z Wines USA distributes its products in Minnesota and parts of Wisconsin. The business is primarily focused on retail outlets and only supplies a handful of restaurants and country clubs in the area. Their goal is to be in all of the prime stores around the metro and then slowly move into mom-and-pop locations. There are also plans to expand into other parts of the country.

"Our philosophy is that you have to create a success story. Once you've got a success story and you can say 'here's what we've achieved'--and that's starting to happen--then people start to pay attention," Goslin says.
 
Ferrandi adds, "Now we can see a light at the tunnel--and it's not a train."

Z Wines USA distributes wine from South Africa, Argentina, Australia, and France as well as domestic wines from Washington, Oregon, and California. You can find Z Wines USA products at: South Lyndale Liquors, France 44, Sinful Wines, Haskell's, Sorella Wine & Spirits, Liberty Village Wine & Spirits, Thomas Liquors, Northgate Liquors and Top Ten Wine & Spirits.

The former editor of Twin Cities Statement magazine, Lori Storm has been a producer at KARE 11 and is currently a freelance writer, field producer, and media trainer. Her last piece for The Line was a feature on three up-and-coming Twin Cities fashion designers.


Photos, top to bottom:

Goslin and Ferrandi, aka Z Wines USA--South Africa's wine ambassadors

A Z Wines tasting at Sinful Wines and Spirits in Bloomington

Z Wines' reds go well beyond the over-familiar South African pinotages.

South African wine enthusiast Mitch Zavada, manager and wine buyer at South Lyndale Liquors in Minneapolis

Three SA standouts: Landskroon Paul de Villiers Shiraz, Stonehill Vineyards' Bristle Red, and Tygerberg Sauvignon Blanc

All photos by Bill Kelley