Business

The man behind the success of billionaire Koos Bekker’s Babylonstoren wines

Kirsten Minnaar • 25 February 2025

Charl Coetzee went from doing assignments about Naspers in university to working as the cellar master for Koos Bekker’s wine farm, Babylonstoren.

Today, Babylonstoren – one of South Africa’s oldest and most beloved wine farms – is taking its wines global, and Coetzee is leading the charge.

Coetzee explained to Daily Investor that his interest in wine came from watching his family drink wine when he was young.

“My parents enjoyed a glass of wine with their meals, which made it a natural part of our family dining experience,” Coetzee said.

“However, I never imagined that I would pursue a career in the industry until I attended the University of Stellenbosch, nestled in the heart of South Africa’s Cape Winelands. It was there that my interest truly blossomed.”

According to Coetzee, if he didn’t enter the wine industry, he would be working as a cattle farmer in the Kalhari in Namibia today.

“I pursued a science degree, and during my first year, I became involved in my residence’s wine club, which ignited a passion that grew stronger,” he said.

“By my second year, I decided to specialise in Oenology and Viticulture, planting the seed for my future in the industry.”

After completing his undergraduate studies, he obtained his Honours degree in oenology, and afterwards, he decided to pursue an MBA.

This was where he became drawn to Babylonstoren through its owner, former Naspers CEO and billionaire Koos Bekker, who acquired the farm with his wife, Karen Roos, in 2007.

The wine farm, originally founded in 1692 as a wine and wheat farm, is one of South Africa’s oldest Cape Dutch farms. It is set at the foot of Simonsberg in the Franschhoek wine valley.

“I was working on my MBA, and many of my assignments focused on Naspers,” Coetzee said. “I greatly admired him, his visionary leadership, and his success. I was fascinated by the possibility of working for someone like him.”

In 2010, Coetzee would receive this opportunity while he was working at Kaapzicht Wine Estate.

“I started on 15 November 2010. I was in my office on a Monday morning at my previous job when I received a phone call from another winemaker in the industry.”

“They asked if I knew Babylonstoren and mentioned that they were looking for a winemaker. They encouraged me to make contact, which I did, and the rest is history.”

Coetzee explained that there are many aspects he enjoys about his job at Koos Bekker’s Babylonstoren wine farm.

“First, it gives me great pleasure to see how the Babylonstoren wine business has grown since I started,” he said.

“When I joined, there was nothing – no wine, no brand, nothing. Today, we produce almost a million bottles of wine sold all over the world.”

“Second, I have always wanted to travel the world, and through Babylonstoren, I have the opportunity to do so.”

“I meet new people, visit new places, and manage diversity. It’s also wonderful to be part of an establishment that continuously develops and sets trends.”

As the cellar master at Babylonstoren, Coetzee’s job entails a number of different responsibilities.

“These days, I oversee not only the cellar but also all other production facilities at Babylonstoren,” he said.

“I also have a commercial role, heading up our international businesses, which primarily focus on the sales of our wines, as well as other products, including olive oils, tea, water, and more.”

“As a cellar master, I relish the dual role I play in both winemaking and representing Babylonstoren on a global scale.”

Today, Babylonstoren is also available in countries like the UK and the USA, and the brand’s international expansion is a key part of Coetzee’s vision for the business.

“If I can relate this back to wine, there is another very successful wine brand in South Africa called The Chocolate Block, which I admire for its success,” he said.

“Their wine is recognised worldwide, and my vision is to see a bottle of Babylonstoren wine displayed alongside a bottle of Chocolate Block, both in South Africa and internationally.”

“Personally, I aim to further enhance Babylonstoren’s international appeal, particularly through our exceptional wines.”

Coetzee noted that his job has not been without its challenges. “At Babylonstoren, you’re continually challenged to step outside your comfort zone,” he said.

“Throughout my career here, I have been tasked with various responsibilities, including developing new products in areas where I did not necessarily have expertise.”

“During one of these assignments, I faced a significant challenge related to food science, which initially prevented us from launching a product due to technical issues.”

However, Coetzee said he has managed to navigate the challenges through perseverance and determination.

“What was intended as a six-month project ultimately spanned two years, filled with countless sleepless nights. Yet, we triumphed, showcasing the spirit of innovation that defines Babylonstoren.”

According to Coetzee, innovation is a key part of the business across the board.

“Babylonstoren never stagnates; there is always a sense of growth and innovation. If someone has an idea, there is an opportunity for it to be developed, and everyone rallies to ensure its success.”

“The freedom of movement within the workspace is very rewarding on both personal and professional levels.”

Over the last few years, the business has also added several additions for guests to enjoy and explore.

“At Babylonstoren, there is always the element of discovery – something new to discover every time guests visit. It evokes the inner child.”

“For instance, in 2020, we added a subterranean wine tunnel offering guests a journey through centuries of making and storing wine, along with a tasting around the large wooden table in a wine tunnel.”

In 2022, they also added an interactive wine museum called The Story of Wine, which showcases the history and cultivation of wine through antique corkscrews, terroir breakdowns and exhibits on wine tasting and aromas.

“This year, Babylonstoren will once again attend the RHS Chelsea Flower Show as the official rosé wine sponsor, featuring our new 2025 vintage.”

Today, Babylonstoren also features a hotel and a spa, and it is one of the most popular wine farms in the country.

It is well known for its non-wine offerings, including farm fresh produce and meal kits, gift hampers, bath and body products, and home decor items.

“Babylonstoren has provided me with the opportunity to realise many personal aspirations and goals,” Coetzee said.

“It has exposed me to the challenges and rewards of operating within a corporate setting. Working alongside some of the brightest minds in business, I continue to learn and grow, embracing each opportunity for professional development and innovation.”