Tucked away in the heart of Franschhoek, Black Elephant Vintners & Co. is anything but your average winery. With a mission to challenge the status quo, this rebellious label is rewriting the rules of wine, one bottle and one beat at a time. At the helm is managing director and self-proclaimed disruptor Kevin Swart, who, alongside viticulturist and winemaker Jacques Wentzel and chairman Raymond Ndlovu, has built a brand that pairs exceptional wines with unpretentious experiences. Known for their genre-defying wine and music pairings (they even have a silent disco tasting), Black Elephant Vintners is turning the traditional tasting room experience on its head. We caught up with Swart to talk about music, breaking the rules and why wine should never take itself too seriously.
How did you think of pairing music and wine?
We usually play Amazing Grace when making the Amazing Grace Cabernet Sauvignon at the farm. I was telling the story one day, and the people asked me to play the song; the idea just grew from there.
Did you always want an unconventional winery?
Yes, convention does not excite us.
One wine that captures Black Elephant’s spirit?
It sounds cliche, but each wine has its own story and captures us in one way or another.
Do you have any lesser-known grape varieties you’re excited to experiment with?
Petite Sirah is always a hit at the tasting room, as few people have heard of it or tried it.
The most rewarding part of this journey?
Bringing fun and unpretentiousness to wine lovers who may find the wine world intimidating.
What can guests expect at silent disco tastings? Does the music enhance the taste of the wine?
Guests are generally blown away. I don’t know if it changes the taste of the wine, but what it does do is it makes you ‘present’, as it shuts out the distractions around you. You tend to be more focused, and as such, it enhances the experience.
The most surprising feedback you’ve received?
We have been doing this for 13 years, so nothing surprises us anymore!
Wine trends that excite you?
Alternate packaging, like cans and boxed wine, and the evolution of wine clubs, especially those that are less about discounts and more about experience.
How do you see wine tastings changing?
It is all about the personal experience. One size fits all no longer cuts it.
Most played song on your playlist and why?
Amazing Grace by Tree63. My brother was a member of this band, and it is what started this whole wine and music journey.
Best wine and song pairing?
Back Roads Petite Sirah and Purple Rain by Prince.
One thing you’d change about the wine industry?
Appreciation. The authorities lack appreciation, seeing it as an alcohol production facility rather than a magnificent tourist attraction, which generates a significant number of jobs and nurtures and preserves the land.
First wine that really caught your attention?
A Lynx Viognier that I had on my first visit to Franschhoek when we were looking to move here.
Most underrated varietal?
Petite Sirah.
A wine myth worth debunking?
To make a small fortune in wine, you need to start with a large fortune. You need a lot more than that, I’m afraid!
Advice for wine entrepreneurs?
This world is more vocation than occupation.
What’s the next frontier for Black Elephant?
Haha, profitability!
Keep up with Black Elephant Vintners & Co. Explore their wine range.
