How Kate Jambela and Graham Knox Built Township Winery into a Community-Led Wine Movement
How Kate Jambela and Graham Knox Built Township Winery into a Community-Led Wine Movement. Township Winery began as a bold idea in 2009, led by Kate Jambela and Graham Knox. Set in the heart of Khayelitsha on the Cape Flats, the brand was driven by a mission: bring vineyards and wine back to township communities. They set out to plant vines in school grounds, train local people, and create a wine culture grounded in inclusivity. Their journey shows how purpose, innovation, and authentic community engagement can create a powerful brand with real impact.
Roots of Purpose and Partnership
Kate, raised in a small town in Zululand, learned resourcefulness from her mother, who made homemade sugar cane wine and sold it locally. Graham, with a background in advertising and the wine trade, brought vision and industry know-how. Together, they found common ground: a desire to uplift township youth and redefine who could grow and enjoy wine.
Planting More Than Vines
Township Winery launched its first vine plantings in Khayelitsha schoolyards, operating under the Xhosa idea of Vukuzenzela, meaning “we will do it ourselves.” These early vineyard projects served both educational and economic goals. Trained locals tended the vines, learning viticulture skills and gaining meaningful employment. The first harvest showed that quality wine could come from township soil, so long as it came with community involvement.
Adapting Through Loss and Lockdown
In 2020, the pandemic put a pause on wine sales and shipments. More tragically, Kate passed away, leaving Graham and their team to carry on the vision. The winery responded by forming the Kate Jambela Vukuzenzela Foundation, dedicated to continuing her work. Under new leaders, Christelle September, Kirsti, Madoda, and Graham, the project stayed true to its mission. Plantings continued in township schoolyards and vineyards, even as fermenters and wine markets reopened.
Milestones of Growth and Recognition
- 2009 Launch: Establishing vineyards in Khayelitsha schools made a statement, wine could be grown in township soil.
- Community Training: Vineyard projects created jobs and gave people trusted skills, turning a simple grape into a livelihood.
- Foundation Establishment: After Kate’s passing, the Foundation carried her legacy forward and formalised the purpose.
- Media & Tourism Recognition: Featured in WineX and on travel platforms, Township Winery has become a symbol of inclusive tourism in Cape Town.
Marketing with Authenticity
Township Winery’s appeal lies in the narrative, not just as wine brand, but as a social enterprise. Wine labels list the school names where the grapes were harvested, keeping the link between product and purpose visible.
Digital marketing emphasizes storytelling. Posts highlight the vineyard workers and their families. Tourism partners like LZ Travel include township wine tours that celebrate participation and fairness in the wine process
Lessons for Aspiring Entrepreneurs
1. Make Purpose Your Foundation
Township Winery shows that aligning business with social goals creates belonging, loyalty, and impact.
2. Build Skills Onsite
Growing and harvesting in township soil wasn’t just symbolic—it made economic sense by creating jobs and ensuring quality.
3. Persist Through Crisis
When Kate passed and markets shut down, the team reshaped the brand’s structure without losing momentum or vision.
4. Embed Your Story in the Product
Vineyard names on bottles make every sip a tangible source of pride, authenticity, and connection.
5. Market Through Meaning
Storytelling and tourism partnerships attract customers whose values align with your mission.
6. Democratize Access
Township Winery shows wine industry access doesn’t require aristocratic roots. Thoughtful inclusion can drive innovation and open new markets.
Looking Ahead Over the Hills
Township Winery is now expanding through more school vineyards and deeper partnerships in education and tourism. Graham and the team are aiming for national distribution and exploring collaborations with global wine brands to bring township-grown wine to a broader audience.
Final Reflection
Township Winery offers a powerful blueprint: root your business in real community needs, give ownership back to locals, advocate for inclusion in your industry, and build resilience around your purpose. The legacy of Kate Jambela lives on in every vine, glass, and lesson planted in the heart of Khayelitsha, and for entrepreneurs looking to blend commerce with social change, their story is a guide and a beacon.
