Former Rugby Player Burton Francis Builds Boutique Wine Brand From Hemel-en-Aarde Ridge
- Burton Francis, a former professional rugby player, founded Francis Wines in the Hemel-en-Aarde Ridge region after a 13-year career on the field
- The boutique label produced fewer than 3,000 bottles across its first vintage but has already drawn recognition from international wine critic Tim Atkin
- Beyond the bottle, Francis is channelling his story into a youth development initiative linked to sport, wine and tourism in Paarl
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Burton Francis, a former professional rugby player from Paarl, has launched a boutique wine label in the Hemel-en-Aarde Ridge region, building a brand around small-batch production, vineyard character and community development rather than commercial volume.
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Francis Wines focuses exclusively on two varieties, Chardonnay and Pinot Noir, sourced from Babylon Vineyards, where Bokkeveld Shale soils, high altitude and cool Atlantic air combine to shape growing conditions suited to both grapes. The 2023 vintage yielded 1,929 bottles of Chardonnay and 938 bottles of Pinot Noir. Production for the 2025 vintage has grown to 4,900 bottles in total.
In a report by IOL, he was quoted,
"Growth for us is not more bottles, it's more desire for the same bottles from one appellation: Hemel-en-Aarde Ridge," Francis said.
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"We strive to grow allocation, not just volume."
From rugby fields to Wine Country
Francis spent 13 years in professional rugby before shifting direction entirely. He completed an MBA in Wine and Spirits Business at Burgundy School of Business in Dijon, France, where the Burgundian tradition of site-specific winemaking shaped his thinking. That philosophy now underpins everything at Francis Wines.
Winemaker Kevin Grant, a figure well regarded in the Hemel-en-Aarde region, brings cellar expertise to the partnership. Spontaneous fermentation and older oak barrels are used to preserve fruit character without allowing technical intervention to override the vineyard's natural expression.
"I bring obsession with site, he brings restraint," Francis said of the collaboration.
The 2023 vintage earned scores of 93 points for the Chardonnay and 92 points for the Pinot Noir from British wine critic Tim Atkin.
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An allocation model anchored in South Africa
With limited supply and growing interest, Francis Wines uses a structured allocation model: 60% of production remains in South Africa, 35% goes to export markets including Mauritius, the Maldives, Seychelles and Sweden, and 5% is reserved for tastings and marketing. The brand targets annual growth of 15% to 20%, channelled through selected restaurants and five-star hotels.
Alongside the wine business, Francis has established the Francis Academy, a youth development initiative run in partnership with the Pinotage Youth Development Academy (PYDA). Three students from the Paarl area have already joined PYDA, with the planned Francis Foundation set to provide transport, rugby equipment and other practical support.
"Wine and rugby shaped who I am," Francis said.
"Through Francis Academy, I want young people to discover their potential and find their own path."
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Source: Briefly News
