Is the consumption change, the structural shift, is it for bulk wine? Is it for high-quality wine, the expensive wines? Or is it across the board?

Yeah, look, it's, again, putting a perspective around that.

The bulk of the wine that comes out of Europe, which is a massive chunk of industry, you know, French and Italian, et cetera, is less than five euros per bottle.

So there's a lot of, I guess, what we would call sort of lower value wine that's produced around the world.

And that's the piece that's really having the issue around supply.

The sort of high-end, very good quality wines, the real premium wines, have actually seen growth still.

Because a lot of people are trading up into better quality wines.

I'm interested in what you're drinking at the moment and what your favourite is.

you you

programmed you wired to recognize that um and you know you know i think that africa generally has remarkable stories that um remain secrets you know i remember seeing those um incredible photographs i think they and um or the Congo, I think, with the people that have hyenas on leashes.

And I think a photographer named, a South African photographer, took those photographs.

And I remember, you know, when you see that, you just go, this is remarkable.

This is something that the world, you don't see that in New York or London or Asia.

It is a uniquely African thing.

And I've learned to kind of, When I see those things or I remember those things or I stumble upon those things, you know, they grab me and I go, I must do something with that one day.

Like, are there any correlations that you're seeing?

Yeah.

And so the town has been left to largely, um, to erode over time and almost be forgotten, including the race.

So I just saw this as, as the beginnings of something quite remarkable, that a little town with so ma- so much to be worried about had this wonderful, wonderful thing, this gem of an idea sitting right underneath them.

And, and so I felt, you know, intuitively with my creative teams, we, we said, you know, "If people aren't gonna go to Philipstown, what happens if we take Philipstown to the world?"

Yeah

... we could actually recreate a game, uh, so that you can go and push a wire car in a game.

It's free to download.

Um, and you can find it on Apple App Stores and Google Play.