In a wine market in South Africa largely dominated by the white minority population, the Pinotage Youth Development Academy (PYDA)’s mission is to train young people from townships and disadvantaged backgrounds in wine careers, in order to make this field more accessible for all.
Within the academy, students are immediately immersed in the world of wine. They are encouraged to develop their sense of smell by identifying different aromas present in wines. For some of them, this is a real challenge, especially since they come from environments where these products are not widely available. Despite everything, the school encourages students to discover new flavors and broaden their taste horizons.
For nine months, the Pinotage Youth Development Academy trains around fifty students per year, thus offering an opportunity to young people who have not had the means to continue their studies after secondary school. Through this training, the academy contributes to a real transformation of the wine sector in South Africa. Rudy Oosterwyk, in charge of innovation at the academy, points out that less than 1% of black South Africans own land or businesses in the wine sector. It is therefore essential to train competent and qualified professionals from all backgrounds in order to promote true diversity and inclusion in the wine industry.
The academy has already trained nearly 500 students since its creation and continues to offer other programs in tourism and agriculture. Some graduates, like Ziyanda Njalo, are already involved in the production of Ulutsha wine, “the wine of young people”. This wine, made in partnership with a local vineyard, represents a real source of pride for the students, who aspire to contribute to the wine industry with their innovative ideas and passion.
For young people trained at PYDA, this goes beyond simply finding a job in the wine field. Some people dream of creating their own brand, having their own winery and becoming entrepreneurs in the industry. Thanks to their training and determination, they hope to breathe new life into this industry and contribute to its evolution.
The Pinotage Youth Development Academy thus plays a key role in the transformation of the wine sector in South Africa, by offering young people from disadvantaged backgrounds a real opportunity to train and find their place in this industry. Thanks to their passion and expertise, these future wine professionals represent hope for diversity and renewal for the South African wine industry.