There are brands that follow trends and then there are brands that shift culture. J’adore is unmistakably the latter. Drink J’adore Africa is a luxury sparkling wine from Europe, with Drink J’adore Africa leading its positioning and growth across the African market. In an industry saturated with predictable packaging and recycled narratives, J’adore has emerged as one of South Africa’s most distinctive luxury beverage brands, merging elegance, innovation, and unapologetic flair. At the helm is Nancy Herkul, a visionary businesswoman whose ability to build a lifestyle brand, not just a bottle, has set J’adore on a trajectory that extends far beyond sparkling wine.
With J’adore Sparkling now preparing for a major national rollout, Nancy sits down with Business Day for an exclusive conversation on luxury, entrepreneurship, cultural influence, and the iconic new partnership with the National Film & Television Awards.
Q1. J’adore has become a standout name in an increasingly competitive luxury beverage market. What would you say sits at the heart of the brand?
At the heart of J’adore is refinement with intention. J’adore was created to be more than a drink; it’s a symbol of joy, confidence, and self-expression. For me, luxury is not about exclusivity; it’s about experience. J’adore represents moments worth celebrating, whether intimate or grand. Every detail, from the design of the bottle to the flavour profile, is developed to make the consumer feel elevated and seen. The brand speaks to people who enjoy quality, who love beauty, and who take pride in their lifestyle. J’adore is, above all, a celebration of identity.
Q2. What inspired the creation of J’adore, and how does it reflect evolving South African tastes?
J’adore was inspired by the elegance of global luxury brands and the desire to bring a European-quality sparkling wine that could speak to the African market in a way that feels both aspirational and authentic. South Africans have become more discerning. They want sophistication, but they also want something that feels personal and connected to their lifestyle. J’adore embodies that blend. The flavours, the visual identity, and the marketing direction all speak to a modern consumer who values both style and substance. South Africa is bold, expressive, and fashion-forward — J’adore mirrors that spirit.
Q3. You’ve recently secured a major partnership with the National Film & Television Awards. What does this collaboration mean for J’adore?
It means visibility and alignment with excellence. The NFTA platform places J’adore alongside South Africa’s most influential creators and entertainers — people who shape culture. For us, this partnership positions J’adore exactly where it belongs: at the forefront of celebration, prestige, and artistic achievement. It also introduces the brand to new audiences globally, as the NFTA attracts talent, media, and investors from across Africa, Europe, and the US. This collaboration is more than sponsorship; it’s strategic cultural placement.
Q4. Many consumers comment on the signature J’adore aesthetic. How important is design in shaping the brand identity?
Design is everything. Before anyone tastes the product, they experience the bottle. The J’adore aesthetic had to communicate luxury instantly — clean lines, premium metallic elements, and a modern silhouette that stands out on any shelf or in any setting. I always say that people should feel proud to hold J’adore in their hand. The design reflects our commitment to beauty, attention to detail, and sophistication. It is deliberately photogenic because today’s consumers love to document their experiences, and J’adore should always photograph beautifully.
Q5. J’adore Sparkling is expanding rapidly. What’s your approach to distribution and market growth?
Our growth strategy is deliberate and data-driven. We’re focused on high-value markets, premium venues, and partners who understand luxury positioning. Rather than rushing into mass distribution, we are prioritising presence in strategic locations — restaurants, lounges, hotels, and retailers that align with the J’adore lifestyle. We are building brand equity, not just brand presence. Expansion should feel organic, thoughtful, and consistent with the experience we want consumers to have.
Q6. In an environment where many brands struggle to maintain momentum, how does J’adore stay relevant?
Relevance comes from authenticity and innovation. We stay connected to our audience, study trends, and invest in understanding what drives culture. The world of luxury evolves quickly, so we adapt without losing our identity. We collaborate with influencers who genuinely reflect our values. We create experiences that resonate. And above all, we never compromise on quality. When a brand shows up consistently and with excellence, relevance is inevitable.
Q7. As a businesswoman leading a growing luxury brand, what has been your biggest leadership lesson?
The greatest lesson has been the importance of resilience and intuition. Building a brand from the ground up requires courage. You must make difficult decisions, trust your vision when no one else sees it yet, and stay committed during the challenging moments. Leadership, for me, is about alignment — aligning decisions with purpose, aligning teams with a shared ambition, and aligning actions with the brand’s identity. When you lead from a place of clarity, everything else follows.
Q8. What advice would you give to young women aspiring to enter the luxury or beverage space?
Start with intention. Understand your “why” and build from there. Luxury is not just about price — it is about craftsmanship, consistency, and emotional resonance. Don’t rush the process. Invest in learning, surround yourself with mentors, and stay open to growth. And most importantly, believe that you belong in the spaces you want to occupy. Confidence is a currency in business, especially for women.
Q9. What can consumers expect from J’adore in the coming year?
A broader presence, exciting activations, and continued innovation. Our partnership with the NFTA is only the beginning. We’re expanding our footprint in Johannesburg, enhancing our national distribution plan, and exploring new limited-edition releases. We want the experience of J’adore to evolve with our consumers and continuously surprise them. The next year will be defining for the brand.
Q10. Finally, how would you personally describe the J’adore lifestyle?
The J’adore lifestyle is expressive, elegant, and rooted in celebration. It is about embracing beauty, owning your narrative, and living with intention. J’adore is for people who appreciate refinement but also know how to enjoy life. It is a lifestyle that blends glamour with joy — effortless confidence, timeless style, and a fearless sense of identity.
