In the world of winemaking, where traditions run as deep as the vintage wines themselves, the path from grape to glass is often marked with challenges. Wine, with its primary focus on vineyards of California, France, and New Zealand, carries an aura of prestige that frequently excludes those who do not fit the mold. This exclusivity makes it a particularly challenging feat to break into, especially for women of color, where black-owned wineries constitute less than 1 percent of all U.S. wineries. Amidst these hurdles, Ingrid Best, formerly an ExecutiveVice President at Combs Enterprises’ Spirits Division, has embarked on a journey to reshape wine culture, infusing it with a blend of art, innovation, and entrepreneurial spirit. With her inaugural venture, the Founder and Wine Negociant of IBest Wines is positioning South Africa firmly within the conversation of stellar wine regions.
Prior to launching her own wine brand, Best held her own in a white-male dominated industry as the marketing powerhouse working for major suppliers such as Diageo, Moët Hennessy, Bacardi, and Combs Enterprises. Best’s experience in the wine and spirits industry spans over two decades where she started her career at Diageo when they had one of the industry’s leading impressive wine portfolios. She then went on to Moët Hennessy where she worked on some of the world’s most iconic spirits brands and its wine and champagne portfolio before spending time at Bacardi and Combs Enterprises. Best became the only marketing executive to manage both joint venture spirits partnerships for cultural icons Shawn “Jay-Z” Carter with Bacardi and Sean “Diddy” Combs. Reflecting on her journey, she shares a poignant moment: “I experienced a full circle in my career by working with Puff, who really was a huge inspiration for me, and the reason why many of us got to sit at the table in the wine and spirits industry after his deal with Diageo. Working for him and just seeing how relentlessly passionate he is about building his legacy. It fueled me.”
With that inspiration and example, Best knew it was time to make a decision that would lead her to new territories. It was an invitation to South Africa from her best friend that opened her eyes to the continent’s distinct beauty. She had realized that her work with the industry’s most prestigious brands had taken her around the world, but never to Africa. Touching down in Johannesburg for this pivotal journey, she underwent a series of profound realizations. She recalled, “Setting foot on South African soil made the underrepresentation of this region in the world of wine even more apparent, particularly when compared to Napa, France, and other more widely recognized regions that get the shelf space and talking time. Instead of drawing comparisons, my focus shifted to discovery. I felt like I had discovered something truly incredible.”
Charting a New Course Takes Partnership
After her transformative journey to South Africa, Best recognized the time had come to channel the same magic she had harnessed while supporting the world’s largest brands into her own entrepreneurial endeavor and embrace ownership. In an era when Africa has been in the global spotlight for its contributions to music, food, fashion, and makeup, Best believed it was only fitting for South Africa to become the next prominent wine region on everyone’s lips. As a wine negociant, Best collaborates with local producers to bottle blends under the IBest brand name.
She emphasizes the importance of continuous learning and unlearning to navigate the complexities of the wine industry, particularly as a Black woman launching a wine brand in South Africa. Best stressed the significance of immersing herself in the culture, forging connections, and diligently selecting a local partner who shared her commitment to quality and craftsmanship. “It was so important for me to plant my roots, to meet people, to talk to people. This wasn’t done in a silo. That meant spending a lot of time in South Africa. That meant a lot of meetings and making sure that the partner that we eventually wound up going with understood that, for us, quality and craftsmanship comes first,” describes Best.
The chosen partner, Stellenbosch Vineyard, aligns with this vision. Their winemaker, Bernard Claasan, is dedicated to a careful process that ensures top-notch wines. With nearly 40 years of winemaking experience in the team, Stellenbosch Vineyards collaborates with local farmers in Stellenbosch to get the grapes they need. They pick each farm very thoughtfully, considering the soil and the types of grapes planted by their dedicated Viticulturist and Winemaker. “For IBest Wines, we age our blends in special 300-liter French Oak barrels. The different toasting levels of the barrel plays an important role on the wine; the barrel will add to the flavor development, maturity, and longevity after bottling in the wine. A minimal toast will lead to vanilla flavors and caramel notes, while a more toasted barrel will give smoky aromas. Time in the barrel allows the slow ingress of oxygen–a process which makes wine taste smoother and less astringent,” notes Claasan. There is a meticulous artistry of crafting the kind of wine that appeals to discerning taste buds and sells bottles off of shelves. Best approached this process with thoughtful deliberation and patience, understanding that this would yield the best outcome.
However, her journey didn’t stop at selecting the right producer and blend. Best also took the time to connect with other influential Black women in the wine industry. One such individual, Hayli September, pursuing her master’s in winemaking, played a pivotal role in IBest Wines’ journey. Another figure is Grace Mahary, an Eritrean-Canadian woman and IMG model who is a founding member of and the Sommelier for the IBest Wines team. “For me, it is hugely important that this work not only inspire young women here in the US and in South Africa, but all over the world,” Best shares.
Building from the Ground Up
This collaborative approach not only shines a spotlight on South African talent but also extends a seat at the ownership table to underrepresented groups, a central tenet of the brand Best has cultivated. IBest Wines proudly boasts four Black women investors today. With a clear vision and trusted partnerships in place, investment funding was the inevitable next step. As Best notes, it’s not easy being in the business of wine. The landscape demands substantial investments, and not many have the means to navigate it successfully. “It’s not a cheap endeavor, which is why there’s not a lot of people that have been able to do it and do it successfully. But, we’re seeing more,” Best reflects on her funding journey. She emphasizes that the path to entrepreneurship is far from easy, cautioning against romanticizing it based on social media portrayals. Best candidly shares, “I think it’s important for people to know it’s a lot of hard work and it takes a lot of money.” She reveals that IBest Wines was financed entirely from her own pockets, tapping into her savings and retirement plans. When she reached a point of financial stretching and was ready to bring partners on board, she began pitching to investors.
Best extended her pitch to a wide array of funders, transcending boundaries of gender and race. Ultimately, IBest Wines began with Best’s capital and is set to launch with the support, belief, and investment of four Black women investors.
Breaking Barriers to Reshape the Wine Industry
“We’re doing it now, you know, by building a Black-owned brand. My hope is that this is really an example not only to our community but to our allies that we’re doing it. We’re doing it at the highest level, with pride and excellence. I would say that’s what IBest Wines represents. It’s about collaborating with other wine owners to increase visibility and help each other pay it forward. We have to be bold and bullish about that,” Best shares about the brand’s vision.
One of the pivotal barriers is the challenge of gaining access to capital and fostering a transformative mindset among suppliers and distributors. For wine brands to genuinely revolutionize the industry, there needs to be a paradigm shift in how major suppliers and distributors perceive new brands. However, Best remains undaunted. She intends to continue those conversations, and bring about significant change in the wine and spirits space. Best passionately emphasizes her commitment to making a mark in the wine industry, championing diversity and ownership. In her vision, wine enthusiasts would have the opportunity to savor South African wines while immersing themselves in art and culture, complete with art exhibits, museum cafes, and more. IBest Wines first blends – a red and a white are available for pre-sale on ReserveBar starting October 10, and on IBestWines starting the week of October 23.
