What if the future of wine is not about making more, but about giving people a reason to want what you make? It is a question worth asking as the global industry grapples with falling consumption and fierce competition, and one that sits at the heart of Francis Wines. Founded by Burton Francis, the Hemel-en-Aarde Ridge label is built on a simple conviction: that the identity of a wine begins in the soil, and that protecting that identity matters more than chasing volume.
For Burton, this means working with a single appellation, focusing on Chardonnay and Pinot Noir, and producing in quantities that allow each vineyard site to retain its individuality. Francis Wines says its 2023 vintage yielded just 1,929 bottles of Chardonnay and 938 of Pinot Noir; the 2025 vintage totals 4,900 bottles. These are wines designed to express a place, not to fill shelves.
Featured image credit: Francis Wines.
“Growth for us is not more bottles, it’s more desire for the same bottles from one appellation: Hemel-en-Aarde Ridge,” says Burton. “We strive to grow allocation, not just volume.”
Obsession with site, restraint in the cellar
The philosophy is shaped by two complementary perspectives. Burton, who studied for an MBA in Wine and Spirits Business at Burgundy School of Business in Dijon, brings a deep interest in terroir and the Burgundian tradition of expressing individual vineyard sites. Kevin Grant, the respected winemaker behind many famed wines of the region, brings the cellar expertise.
“I bring obsession with site, he brings restraint,” says Burton.
Together, they selected Babylon Vineyards on the Hemel-en-Aarde Ridge, where the altitude, Bokkeveld Shale soils and cool influence of the Atlantic offer a distinctive setting for these two varieties. Their approach draws on Burgundy’s emphasis on site, grape variety and minimal intervention, while allowing the wines to reflect their South African origins. Spontaneous fermentation and the use of older oak barrels help preserve the integrity of the fruit, rather than overwhelm it.
The distinction is evident in the wines themselves. The 2023 Chardonnay is layered and precise, with lemon, white pear, lime pith and subtle oak, while the Pinot Noir brings red cherry, rhubarb and plum alongside earthy spice and savoury structure. The producer reports that wine critic Tim Atkin awarded 93 points to the Chardonnay and 92 to the Pinot Noir.
Burgundy may have limestone and a continental climate, but Hemel-en-Aarde has its own geology, cool Atlantic conditions, fynbos and South African sunlight. The ambition is not to imitate the former, but to understand the latter more deeply.
Growing the right way
In a challenging market, Francis Wines is building its presence deliberately. Its allocation model reserves 60% of production for South Africa, 35% for export and 5% for marketing and tastings, with a focus on hospitality partners that can communicate the wines in context. The brand is already represented in selected restaurants and five-star hotels, as well as export markets including Mauritius, the Maldives, Seychelles and Sweden.
The ambition is to grow by 15–20% annually, but without compromising the approach that defines the wines. For Francis, sustainable growth means strengthening demand, developing trusted partnerships and adding carefully to production while remaining rooted in the same appellation.
There is also a wider purpose behind the business. Having grown up in Paarl and built a 13-year professional rugby career before finding his way into wine, Burton understands the power of opportunity to change a life. Through Francis Academy and a partnership with the Pinotage Youth Development Academy (PYDA), he is helping young people from Paarl access pathways into sport, wine and tourism. Three new students from the area have joined PYDA, while the planned Francis Foundation aims to provide transport, rugby equipment and other resources.
“Wine and rugby shaped who I am,” he says. “Through Francis Academy, I want young people to discover their potential and find their own path. Whether that leads them to the rugby field, the vineyard or somewhere entirely different, what matters is giving them the opportunity to build a future.”
That sense of possibility is also reflected in Burton’s relationship with the land. “From the rugby field in Paarl to the vineyards of Burgundy and now Hemel-en-Aarde, soil has been a constant in my journey. It represents growth and transformation. For me, wine is about that journey from soil to soul.”
