Q & A: All that shiraz

Neil Pendock chats to Mark Lindhorst from the eponymous Paarl producer.

Shiraz and chenin blanc seem to be emerging as the two cultivars most suitable to the broader Paarl terroir. Do you agree?

I do agree: half of our 18ha vineyard is shiraz. The Paarl valley is vast with many variances in terroir. The divergence in the shirazes produced in our region gives the consumer a huge choice in styles. We enjoy being different from any other Paarl shiraz.

With many producers sourcing grapes over long distances, are regional identities still relevant?

To the overseas importer, having a wine in their portfolio from each region still seems important, but I don’t believe it’s much of an issue to South African consumers. Sourcing grapes from far afield results in a “Coastal Region” being the origin, which many don’t understand. If you like what’s in the bottle, who cares about the region?

Are wine shows worth the entrance fee and effort?

We sell our wines directly to private customers and to a few restaurants. We place huge emphasis on consumer shows — only some of them wine shows. Our approach is to sell passionately at these shows and it is definitely a case of “what you put in is what you get out”. It’s no good putting a disinterested sales rep behind the counter to simply pour and smile.

I am at as many of the shows as possible and I have the support of my family and committed staff. We focus on the Jo’burg market as I love the way the people there respond to the personal contact and my wine. They are refreshingly interested in the industry and adventurous in their tastes.

It is important to approach the shows with energy and to engage the potential customers with the tasting, special offers and conversation about the wine. We use these contacts made at shows to build up a client base, with whom we enjoy keeping in touch. It is especially rewarding when the same people visit us in the Cape, tour the cellar and taste the wine from the barrels.

I also enjoy doing private tastings. I have a Powerpoint presentation that brings the farm and winery into people’s homes or corporate venues. It’s great giving the city folk an insight into the views, vines and people of the Cape. I think it always encourages them to book their next holiday to the Winelands and it certainly encourages them to drink more wine!