Welcome to Cultivate

The driving force behind this inclusive wine initiative is the Cultivate Collective, established by Zahira Asmal. Our membership is drawn from across the South African industry: winemakers; wine producers; wine analysts; wine consultants in export, marketing, tourism and innovation; and sommeliers.

The Collective is here to promote and amplify the participation of black and brown talent in one of this country’s flagship enterprises. Wine represents an opportunity for all South Africans to contribute, develop, and celebrate.

To help promote this, we have created both an online and in-person marketplace. You can shop right now, or visit us in Salt River for a tasting. In addition, the Collective represents a joining of forces and a combining of knowledge. We host workshops, masterclasses, and conversations with industry experts. We mentor, too: encouraging those young people who are passionate about the future of wine.

Imagine what is possible when we work as a Collective.