Since 2015, Baobab has championed the evolving voice of South African wine — curating both heritage estates and independent producers whose wines reflect authenticity, sustainability, and true character.
Our Mission
“To introduce and grow the presence of authentic South African wine across the United States through thoughtful curation, meaningful partnerships, and educational storytelling.”
Our Purpose
We believe South African wine represents one of the world's most exciting, under-discovered and evolving wine cultures — shaped by serious heritage, diversity, sustainability, and a new generation of producers redefining the New World wine.
We champion wines made with authenticity and intention: thoughtful farming, minimal intervention, and a genuine sense of place. The producers we represent are genuinely committed to conservation, regenerative agriculture, and supporting the communities connected to their land.
Our purpose is to create lasting connections between the people who make these wines and those who discover them.
Our Story
Baobab Wines was founded in 2015 when founder Giles Thomas relocated from South Africa to the United States and recognized a surprising gap: despite the depth, quality, and diversity of South African wine, very little of the country's true story was being represented in the American market.
Coming from outside the traditional wine industry, Giles approached the category differently - driven less by convention and more by curiosity, long-term relationships, and a belief that South African wine deserved greater attention on its own.
What many see as a single wine country is actually one of the world's most diverse and intricate wine landscapes - spanning five major regions, more than 30 districts, and over 100 wards shaped by dramatically different soils, climates, elevations, and coastal influences. We strive to share this fascinating world through educational trade materials that are actually understandable and accessible.
Understanding this powerful New World wine category requires time spent in vineyards, relationships with growers, and deep knowledge of where South Africa's most compelling sites and talented producers are found.
“Our strength lies in our understanding of the Cape and our ability to discover wines of exceptional character, authenticity, and value.”
Giles Thomas, Founder
That philosophy continues to shape Baobab today. Our portfolio remains exclusively South African, bringing together both historic estates and a new generation of independent producers redefining the future of the Cape. We support makers who make wine the right way - sustainable farming practices with minimal intervention techniques, where viticulture takes prominence over the cellar in every bottle.
We often describe our producers as Heritage and New Wave. The heritage estates are multigenerational farms rooted in the Cape's historic vineyards. The new wave represents younger winemakers and first-generation producers bringing fresh perspectives, regenerative farming, and a distinctly modern energy to South African wine.
Both are essential to the evolving story of South African wine, and each bottle we source reflects the people and places behind it. Our role is simple, to share those stories thoughtfully across the United States.
How we work
01
Each year, we spend great time across the Cape - tasting alongside the most exciting producers, walking vineyards to see terroir firsthand, and discovering the stories shaping modern South African wine from ward to ward.
02
We look for wines with authenticity, balance, and a clear sense of place - producers whose philosophy and values align with our own. Our portfolio is as much about what we leave out as what we bring in, and we are proud to represent the offering we have.
03
Representation goes far beyond importing and compliance. Through education, trade partnerships, tastings, distributor support, and ongoing storytelling - we work innovatively to build lasting awareness for every producer we represent across the US market.
Our values
We believe in authenticity over trends, long-term stewardship over shortcuts, and wines that speak honestly of where they come from.
South African wine is being shaped by deep-rooted heritage and a bold new wave of winemakers redefining the Cape with integrity and purpose. We focus on family-owned estates and independent producers of genuine talent.
Real stories + pure wines + traceability = authenticity
Meet our producersEvery wine in our portfolio is certified sustainable, with producers farming organically, biodynamically, or regeneratively. From organic certifications to long-term stewardship of vineyards and communities, we partner with producers passionately committed to building a responsible future for South African wine.
We believe sustainability is inseparable from quality.
See the certificationsSouth Africa is often called the Rainbow Nation - a reflection of its rich cultural heritage, diversity, and resilient voices. Its wine industry is shaped in much the same way: from multigenerational farming families rooted in the Cape for centuries to a new generation of trailblazing winemakers redefining what South African wine can become.
We believe the strength of the Cape lies in this diversity of heritage, culture, and perspective - by supporting both historic estates and emerging producers, we champion a more complete and evolving story of South African wine.
Why this mattersOur People
Founder, Owner, Operator
“We celebrate a new dawn of South African winemakers and brand owners in our portfolio alongside some of the most coveted multigenerational family owned Estates from the key Appellations of South Africa. We support producers who make wine the right way.”
Born in Zambia and raised on a farm, his early life instilled a deep respect for the land, agriculture, and the values of hard work and resilience. His career led him across the African continent, where he spent over two decades working in key leadership at DHL, British American Tobacco, and Vodafone. It was during this time, tackling some of the world's largest supply chain challenges to build major infrastructure in remote regions across Africa, that he honed an unparalleled skillset of how to move products to the right place at the right time and at the right price.
But beyond logistics, Giles has always been drawn to people - their stories, talents, and the connections that tie us together. His experiences across cultures and communities fostered a lasting appreciation for authenticity, reinvested empowerment, and storytelling. Cape Town became his place of recharge, and the Cape Winelands a source of joy and inspiration. It was there that a love for South African wine truly took root.
After relocating to the US in 2015 with his family, Giles sought a way to stay connected to Africa while building something meaningful in his new home. That vision became a greater purpose as Baobab Wines - driven by a love for wine and passion for encouraging trade between America and Africa and showcasing the amazing talent that exists on the African continent, all underpinned by a career of supply chain excellence.
Today, Baobab Wines' mission is to source South Africa's most compelling producers and share their purposeful journeys through every bottle with refined focus across the United States of America.
Sales Director
“The excitement for South African wine is unmatched. Purpose, place, wild nature and people culminate into something truly extraordinary - a distinct energy in the wines.”
A proud South African, Samantha's passion for wine is rooted in her love for the country's diverse terroir, cultures, and a belief in storytelling as a powerful tool for connection.
With an exciting background in marketing and brand strategy previously leading the multinational growth of premium imported wines in South Africa, a deeper purpose was ignited to elevate South African wines in the US. Her career blends creativity with commercial insight, and her career time spent in California deepened her admiration for the country's vast, multifaceted market and the diversity of its people.
Driven by an aligned mission to showcase outstanding producers with core values, she brings both vision and dedication to her role at Baobab Wines. She focuses on building meaningful partnerships and sparking curiosity among US buyers and drinkers - inviting them to discover the depth and character of South Africa's most exciting producers.
The name
(pronounced bay-oh-bab)
Indigenous to Africa and deeply rooted in many African cultures, the baobab tree is often known as the “Tree of Life” - a symbol of endurance, generosity, resilience, and connection to community that can live up to 5,000 years.
For us, the name reflects the kind of business we set out to build: long-term, rooted in purpose, and committed to nourishing the relationships around us.
Baobab is a tribute to our African roots and to the remarkable wines, people, and stories of South Africa that we are proud to share across the US.
Image: Bao-MedThe work
From vineyard visits and harvest tastings to producer education and market support, much of our work happens behind the scenes to build deeper understanding and long-term awareness for South African wine across the U.S.
From national retail programs to independent wine lists, we help our partners across the US bring distinctive South African wines to market.