Soweto Becoming a Playground For Brands
The township of Soweto is famous worldwide for its apartheid era images of riots and poverty. Images coming out of the area these days however are often of fashionable young South African’s partying, as numerous brands are using the township as staging post for reaching a rapidly growing black middle class (nicknamed “black diamonds” by marketers for their increasing spending power).
The Soweto Wine Festival expects over 5,000 visitors and is an essential part of the Western Cape based wine industry’s attempt to reach this new market. They describe their audience as: