When it comes to street-wise and switched on, township entrepreneur Jacob Peu is a man with a mission. A mission to spread the gospel of wine … and to have a ball doing it! With his mellifluous voice and upbeat manner, he’s sure to win over audiences far and wide. Having recently launched his own brand, Jacob’s Quest, it seems his search for success is by no means fruitless. In fact it’s the fruit of the vine which excites him immeasurably. SARA DE VILLIERS grills this gregarious go-getter. 

Spirit of Adventure

Q: Tell us about your background
and upbringing?
JP: I was born and grew up in Katlehong. My mother was very strict, teaching me that nothing in life comes easy. ‘You have to work hard. Education is the way to success and never let anyone tell you that you are second best.’ Those words have stuck with me until this day. My dad was a street smart guy, confident and independent.

Q: What did you study?
JP: I studied marketing at Technikon Northern Transvaal (TNT), but dropped out due to financial constraints. Later I registered for a Public Relations National Diploma at UNISA of which I’ve completed the first two years. I also attended the Cape Wine Academy prelim course.

Q: Previous work experience?
JP: I worked as a service attendant at Carnival City Casino on the East Rand and moved to Woolworths as a cashier. Eager to learn more about the world of
broadcasting, I studied a radio presenting course at a community radio station
and joined Jozi FM where I became a newsreader. I was also editor of a lifestyle
magazine for a period.

Q: Where and when did the wine bug bite?
JP: I have always been fascinated with the wine culture. In stores I would look at
the wine bottles and read the back labels to learn more about the wine. One day I
purchased a bottle of Pinotage, arrived home, uncorked it and filled up the
glass. Without hesitating I took a huge gulp as if I was drinking beer and was
taken aback. It was horrible! This experience clearly exposed my inexperienced palate. After that defining moment I was determined to find out more about the wine culture and lifestyle. I began exploring existing opportunities within the mainstream (black) market.

Q: Why wine?
JP: It’s associated with unwinding,having a great time with friends and family, a
wonderful lifestyle, food, tradition, appreciation and luxury. These concepts inspire
me to explore this world and become part of it.

Q: What attracts you to the wine industry?
JP: My shareholders have invested their time, financial resources and more to ensure the Jacob’s Quest brand succeeds. I consider them my other ‘white
family’ because they are equally passionate about the industry. It’s about a
sound work ethic, people, respect for Mother Nature and most importantly establishing a quality product that our consumers will enjoy.

Q: How did Jacob’s Quest Wines originate?
JP: Creating a wine brand targeting the mainstream market has always been a matter that needed to be explored practically. One day a good friend, Des Green, suggested we create a dedicated wine brand called Jacob’s Quest, tailored to a target market palate. I was hesitant, but after reading the JQ profile proposal I never
looked back.

Q: Trailblazers focuses on emerging black owned wine brands. Do you think there is a future for these labels in the current market?
JP: Absolutely, post ‘94 there has been the emergence of the black middle
class, whose income brackets have increased dramatically, providing
them with an opportunity to spend on luxury items including wine. The consumers within this market segment are now more open to the wine drinking culture than ever before.

Q: Any advice for newcomers wanting to become involved in the wine culture?
JP: Know the business of wine. Apart from the glamour attached to the
industry, the reality of the matter is it’s about sales targets, good management,
customer service, revenue and all the characteristics encompassing
the running of a good business. Most importantly be passionate and driven
about the industry because that will get you through tough times.

Q: Five phrases to describe Jacob Peu?
JP: Entrepreneur, ambitious, survivor,humble and I love my shoes.

Q: Future plans?
JP: List the JQ brand in almost all the restaurant, pubs, clubs, bottle stores
and wine boutiques throughout Gauteng. My dream is to one day to be mentioned alongside great business men such as Patrice Motsepe, Tokyo Sexwale etc. We also plan to distribute the JQ brand to Sadec countries and establish JQ as a lifestyle brand, venturing into the fashion, food and publishing industries.

Q: Any ideas on how to win over consumers in South Africa, especially among the so-called non-traditional wine drinkers?
JP: Its simple, JQ wines are created for wine lovers and are truly for any occasion.
Forget about the difficult wine terms which can leave you embarrassed
and confused. Just unscrew, pour and let the quest begin.

Q: What do black wine lovers look for in a wine?
JP: It would be a great mistake to think that the black market is homogenous. There are consumers who only buy expensive wine brands and there are those that analyse various wine brand prices and opt for the most affordable. Most black consumers are brand conscious.They want to be associated with superior brands, while the minority don’t really care about known brands, preferring to explore unfamiliar wine products. The so called connoisseurs are interested in award winning
wines, but the majority want attractive packaging, affordability and of course palatability.

Q: Why a new wine label in such a competitive industry?
JP: There aren’t many black owned wine brands available within the wine industry
and many customers want to support these brands. They feel they will be relevant to them in terms of taste, packaging, price and brand positioning, etc. Thus the market is still untapped with vast potential to develop.

Q: Origin of the name?
JP: Jacob’s Quest is about empowering myself as an entrepreneur, as well as uniting
people from different backgrounds and cultures in terms of business and friendship
towards one common goal. It’s a quest to celebrate wine and enjoy being proudly South African.

Q: Current range?
JP: JQ Pettilant Semi-sweet White, JQ Pettilant Natural Sweet Rosé and an easy drinking red in the pipeline.

Q: Target market?
JP: Novice female wine drinkers.

Q: What makes you brand unique?
JP: The taste profile is geared towards a broad spectrum of wine lovers and doesn’t require everyday consumers to be connoiseurs or speak the wine language. It’s all about enjoying the wine and having a great time.

Q: What are your goals for Jacob’s Quest?
JP: To ensure that the broader endusers know and consume the Jacob’s
Quest brand; to reach our sales targets and continue brand positioning.

Q: What is the secret to establishing a new ‘empowerment’ label in today’s extremely competitive market?
JP: When you sell customers a product that isn’t authentic they will sense it. I’m not ‘window dressing’, but actively involved with regard to the decisionmaking process of the brand. When I tell the customers my story they feel my passion and love for the brand – it’s all about that personal touch. Most importantly we have created a product that is relevant to the market – we didn’t just assume they would like it. We conducted market research and customer analysis to determine how the customers feel about a specific taste profile.