A reflection on the balance between wine heritage and modern spirit marketing
Cape Brandy’s history is deeply intertwined with the vine, both literally and culturally.
Rooted in the early viticultural traditions of the Cape, where brandy was first distilled by Dutch settlers in the 1600s, it was once a product of necessity and ingenuity, made directly from the wines of local Cape vineyards. Yet today, as South African brandy gains ground in global spirit competitions and finds itself shelved alongside whiskies and global luxury spirits, a key question surfaces: has Cape Brandy strayed too far from its viticultural origins in pursuit of a spirit identity?
At its heart, Cape Brandy is still a distilled wine legally required to be made from 100% Cape grapes, aged for at least three years in oak, and produced in copper pot stills. But branding, packaging, and market positioning have shifted the narrative. In many ways, Cape Brandy has adapted to compete with cognacs and whiskies, emphasizing age statements, barrel finishes, and exclusivity. While these moves have elevated the perception of the category, some argue they risk disconnecting it from its viticultural origins.
Renowned wine writer Michael Fridjhon has noted that,
“If… you had been a brandy producer in the heyday of that particular segment of the wine industry, you might now be feeling rightly aggrieved at how trends… have enabled other beverages to erode your prospects.”
His sentiment echoes a broader industry tension: Cape Brandy is still made by winemakers, from wine grapes, but is increasingly marketed as a luxury spirit rather than as a refined extension of viticulture.
Cape Brandy doesn’t need to choose between wine and spirit. It’s both, and in embracing its duality, it can tell a richer, more authentic story. Let’s not forget: the brandy is the wine—just with a little more fire.
This isn’t unique to South Africa. Cognac and Armagnac faced similar identity shifts before reclaiming their terroir-driven narratives. As Cape Brandy moves forward, a renewed focus on grape origin, varietal influence, and the winemaking traditions behind the distillate could reinforce its authenticity. Initiatives by producers like Boschendal, Groot Constantia, Rust n Vrede and Tokara, who highlight vineyard practices and grape selection, point to a growing desire to re-anchor Cape Brandy in its viticultural roots.
Still, few consumers link Cape Brandy with terroir or varietal nuance in the way they do wine. This presents an opportunity: by foregrounding its vineyard heritage, Cape Brandy can distinguish itself from global spirits and assert a truly South African identity.