Returning on Emirates EK770 after two weeks taking Vilafonté through Switzerland, Belgium & Canada, I come home more encouraged about fine wine than much of the industry commentary would suggest. Thirty years in international wine markets have taught me to be cautious of sweeping predictions. Wine consumption is changing - again. Understanding that change requires time in the market, listening to the people buying and selling. Consider how we talk about generations. The oldest Gen Z consumers turn 30 next year. Millennials are well into adulthood (30-45 yo), many approaching their strongest earning years. Yet our industry still discusses both as if their tastes and circumstances are fixed in adolescence. The interest in wine I encountered deserves more attention. The occasion matters, as does the way wine is introduced and shared. We need to understand what makes it relevant to them. We must explain how wine can improve the occasion for a consumer. Simple. For South African wine, the opportunity is considerable. In Switzerland and Belgium, I was reminded how much work tourism has done for our wines. A visit to the Cape creates familiarity and affection that can last for years. Canada exposed a different challenge. In Montreal, Toronto and Vancouver, I found enthusiasm for South African wine, but gaps in availability and understanding. Too many of our most innovative producers were absent from the shelves I visited. Pinotage still dominated conversations about our identity; Chenin Blanc received surprisingly little recognition. The word I heard repeatedly when pouring Vilafonté was “surprised”. Then came the orders. Canadians wine people are really open to learning - they are thirsty for knowledge - such a good trait. Encouraging commercially, but revealing. The quality of South African wine has moved faster than its reputation in parts of this market. We have work to do. Canada’s escalating trade dispute with the United States adds another dimension. Importers and distributors described the financial damage caused by losing American wines from their portfolios. Several believed consumer resentment would outlast the dispute itself. I feel deeply for my American winemaking friends. Canadian buyers are seeking alternatives, and well-made South African wines deserve consideration. Earning lasting listings will require sustained work and reliable partners. WOSA achieves a great deal with limited resources. My view is that the scale of our export ambition demands substantially stronger government support for international marketing. Tourism is already showing us what greater familiarity can achieve. I intend to take that argument more directly into conversations with government. Supporting wine exports deserves serious consideration as an investment in South African growth. I returned with new listings, new friendships and renewed energy. A huge success. There are buyers willing to listen, taste and commit. We need to keep showing up.