The Squeaky Barrel Vol. 4
14 November 2023
Ever Wondered Who We Are?
| During tastings, we are often asked about the reason behind our work and what motivates us. People are curious about our thought processes and what drives us to do what we do. In September 2017, we conducted an extensive self-review with a Brand Agency to better understand ourselves and our mission. The following is where we ended up: While many may assume that our business is solely about wine and sales, it is much more than that. We have made a conscious decision to pursue this career path, aware of the risks and challenges of running a successful wine business. We often hear the joke, “How do you make a small fortune in the wine industry? Start with a large fortune!” But there is nothing funny about starting with a small fortune. Simon Sinek – The Golden Circle Most of us communicate from the outside in, but the author Simon Sinek believes true inspiration comes when we start with the ‘Why’. An example: WHY: We believe in challenging the Statusquo we believe in thinking differently, HOW: the way we challenge the Status quo by making our product beautifullydesigned, simple to use and user-friendly, WHAT: we just happen to make great computers, want to buy one? OUR ‘WHAT’ – What do you do as a company? Black Elephant Vintners is a wine company that produces premium wines from selected vineyards and wineries in the Franschhoek Valley. OUR ‘HOW’ – What makes you stand out from your competitors? We do this by demystifying wines to all enthusiasts and offer wine experienceswithout the pomp and ceremony that is commonly associated with the industry. OUR ‘WHY’ – This is your purpose, cause, and beliefs. It’s the reason why you exist as a brand. People don’t buy into what you do, they buy into why you do it, and your ‘Why’ is deeply rooted in human behaviour. Your why is made up of the following: BRAND MISSION What’s wrong with the world and how do you intend to fix it?To bring truth to the wine industry. BRAND VISION What the world will look like after you’ve finished changing it? To continually be the misfits of the wine industry and create experiences that turn convention on its head. BRAND VALUES FRIENDSHIP Trust, value andrespect one another CREATIVITY See what others don’t FUN Don’t take yourselftoo seriously REVERENCE Respect the art TRUTH The truth will set you free FEARLESS Step out of your comfort zone BRAND PERSONALITY THE REBEL Also known as the outlaw, revolutionary, and misfit, the Rebel is the archetype that lives for revolution. The Rebel, though often motivated by a need to better the world through somewhat questionable means, can also have a desire for revenge against atrocities committed against him. Independent and radical, the Rebel employs outrageous or disruptive, shocking habits to shake those they interact with out of complacency. |
| The BLACK ELEPHANT VINTNERS Story. We believe in truth In seeing opportunities where others see challenge To thrive where others fail To push the boundaries of conformity In an industry that has long forgotten to have fun We believe in reverence In the skills and patience of the craft while reinventing the art of winemaking Ensuring every bottle has a story And every story has an experience We’re not afraid of taking risks And we don’t care what the industry thinks We are the misfits of the wine industry The Rebels of the Vine |