Kickstart your dream brand by entering The South African Brandy Innovation Challenge

Are you a creative thinker and brandy-lover? Do you have a revolutionary idea for a pioneering brand? If so, you could be in the running for R50 000 in this year’s South African Brandy Innovation Challenge!

Entries close on November 25 2022, so best get cracking.

Organised by the South African Brandy Foundation and Winetech (Wine Industry Network of Expertise and Technology), the competition calls innovative thinkers to submit game-changing brandy business ideas. In addition to a cash prize, winners will receive mentorship from industry specialists to launch their new brand.

“The inaugural event took place last year and the panel of judges were blown away by the ideas contained in 40 entries,” says South African Brandy Foundation director Christelle Reade-Jahn.

The overall winners were Tinashe Nyamudoka and Kumusha Brandy, in the category of new market development; Coetzer Hanekom and Die Mas Kalahari Fynetjie Rosegold brandy, in the category of new intrinsic; and, Michelle Coates for the Blend-Your-Own-Brandy kit, in the category for consumer insights.

Since their triumph at the Innovation Challenge, the winners have continued to great hights. Kalahari Fynetjie was successfully launched and appeared on celebrity Minki van der Westhuizen’s popular TV show with a cocktail called the Minki Pinki.  Both Tinashe and Michelle were immersed in the intricacies of brandy distilling, blending, and making. Both launches of their products are imminent.

“The prize money this year has increased by a whopping R20 000, which is sure to fuel the distillation of ideas,” says Christelle. “We’re looking for pioneering brand ideas that offer novelty and a fresh perspective.”

To be eligible for the prize, participants are required to enter an innovative product or idea around promoting the category of brandy, with the purpose of contemporising the category. Entries will be judged on not only the innovative idea and packaging, but the entire business plan, which is to include product launch plans, positioning, marketing plans, and sales channels.

The rules and entry form for the competition are available at www.sabrandy.co.za/innovation-challenge.  Enter via the online form or send your entry to