For Anthony Budd, Managing Director of Diverse Flavours, wine is more than a product — it’s a story of place, culture, and connection. Founded with his wife Michiko, the company has become a passionate ambassador for South Africa’s rich winemaking tradition, introducing its distinctive blends to discerning drinkers across Asia.
With over 40 years in the global wine and spirits industry, including senior roles at Whitbread, Allied Domecq, and Pernod Ricard, Budd brings deep experience from Europe and Asia to his work. Having lived and worked in Japan, Korea, Canada, and South Africa, he combines an understanding of both African terroir and Japanese craftsmanship — turning wine into a shared language between continents.
Bridges: Diverse Flavours has played a key role in introducing South African wines to Asia. What inspired you to focus on this market, and how has the journey evolved over the years?
Anthony Budd: When I left Pernod Ricard and settled in Cape Town, my wife and I were deeply impressed by the quality and diversity of South African wines. Having spent over 15 years in Asia, I knew that Asian consumers — who value craftsmanship and quality — would appreciate these wines.
At that time, South African wines were underrepresented in the region, so we saw an opportunity. Our goal with Diverse Flavours was to build awareness and understanding of premium South African wines in Asia and the Middle East, across both domestic and luxury travel retail markets. That mission continues today, shaped by constant learning and collaboration.
Japan is known for its appreciation of quality and craftsmanship. How do South African wines resonate with Japanese consumers, and what potential do you see for growth here?
South Africa’s winemaking heritage goes back more than 350 years, and its diversity is incredible. Though it accounts for only about 4% of global wine output, the country’s vineyards produce a remarkable range of varietals — from Pinotage, Cabernet Sauvignon, Merlot, Cinsault, and Shiraz to Chenin Blanc, Chardonnay, Viognier, and Sauvignon Blanc.
The Cape’s Mediterranean climate and unique geography — with its ancient mountains, cool ocean breezes, and rich soils — create ideal conditions for winemaking. The result is wines that balance Old World elegance with New World vibrancy, offering depth, freshness, and character that resonate with Japanese consumers.
Our goal with Diverse Flavours was to build awareness and understanding of premium South African wines in Asia and the Middle East, across both domestic and luxury travel retail markets. That mission continues today, shaped by constant learning and collaboration.
Diverse Flavours Managing Director Anthony Budd
A proud example is our partnership with All Nippon Airways (ANA), where wines from estates like Avondale, Cederberg, Groot Constantia, and Kleinood have been served in First and Business Class. Together with Suntory and Daei, we also created “29 Made For Meat” Cabernet Sauvignon, a wine designed specifically to pair with meat dishes — a perfect reflection of Japanese precision meeting South African passion.
Diverse Flavours represents several renowned wineries. How do you select your partners and ensure each brand’s story connects with international audiences?
Our portfolio showcases South Africa’s diversity — not just in taste, but in history and geography. We carefully select family-owned estates that share our long-term vision, commitment to quality, and willingness to build strong partnerships in Asia and the Middle East.
Each estate brings its own story, but together they reflect a unified message: authenticity, sustainability, and craftsmanship. Our flexible business model also allows customers to consolidate exceptional wines from multiple estates easily. Beyond that, we develop private label and own label wines for clients, tailoring each to market preferences.
As South Africa strengthens its trade and cultural ties with Japan, how do you see the wine industry contributing to this growing relationship?
Wine represents both culture and commerce, so it naturally supports stronger ties between nations. With Japan and South Africa exploring ways to expand trade, we hope for an agreement that will allow South African wines to compete on equal footing with those from Europe and the Americas, which currently enjoy duty-free access.
The wine sector is vital to South Africa’s economy, employing around 270,000 people. Reducing import barriers would help us grow exports to Japan, create jobs, and deepen the cultural exchange between our countries.
Looking ahead, what are your priorities for expanding Diverse Flavours’ presence in Asia and promoting South African wines globally?
Our focus is on finding like-minded importers and distributors who share our vision. We want to strengthen relationships with existing partners while opening new channels — especially in the duty-free and travel retail markets, which are crucial for brand visibility.
We’re excited about our upcoming launch of nine South African wines in Kansai Airport Duty Free by early 2026 — the first of their kind in that market. For us, it’s not just about selling wine; it’s about telling the story of South Africa’s land, people, and passion — one glass at a time.
