Standing out from the crowd in the third decade of the 21st century is sure to be incredibly challenging.
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Life as we know it is being disrupted by technology, populism, and climate change. Machine learning is rendering professionals redundant and modern cultures are defined by social media trends, fake news, and celebs who are in it for the wrong reasons.
Every day we’re told how we should live, who we are, how to behave, and what to buy. How did we get here? When did it become the norm to try to be something which we’re not?
As we enter this new decade, we wish to inspire people to stay true to their roots and simply be themselves.
Being a classic
Ask anyone about who they consider to be a ‘classic’ and they’re likely to mention icons like Marilyn Monroe, Ray Charles, Hemingway, and Muhammed Ali. The classics of their eras are valued to this day for their outstanding quality and unprecedented achievements, and are often hailed as being ‘before their time’.
The legends of today – the most successful who are affectionately known as GOATs (the greatest of all time) – are not only revered because of what they have achieved, but also for the way they have risen to the top. Steve Jobs, Serena Williams, Trevor Noah, Caster Semenya et al blazed their own trails – often against all odds – in pursuit of their dreams.
What exactly is a ‘classic’? A classic is something or someone of a particular style, of lasting worth, and has a timeless quality. Being classic is about having originality at the heart and doing things your way. It doesn’t mean you need to be the master of your craft or achieve legendary status. Just being who you are and living the life the way you want, is what makes you classic.
Be different but stay true to yourself
“In order to be irreplaceable, one must always be different.” – Coco Chanel.
The iconic fashion designer’s profound one-liner rings true today. Being different is fundamental to setting yourself apart in a highly competitive and automated world. But, being different dovetails with being yourself – you are different in your own right, so stay true to who you are.
Wixworth Gin is a brand with distinction. It was originally created by exploring various recipes for a classic dry gin. We married renosterbos with a formula that has been around for centuries to create a classic dry gin and a recipe that we could call our own.
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“So many people are trying to be something which they are not or trying to conform to what they think others want or what others are doing. Why follow a trend when you can be original? The same can be said for gin,” says Zonja Penzhorn, brand manager for Wixworth Gin, RGBC.
“Wixworth is a brand that knows the art of not conforming. When we first played with the idea of producing our own gin, we could have easily jumped on the craft gin bandwagon. We could have gone pink or blue like every other brand. But it just wasn’t us. We didn’t want to follow trends. We wanted to create something that was special to us and that was true to what we love – our country, our people, and our way of life,” says Penzhorn.
“The classic gin trade is not our own, but our recipe is. To stay true to who you are. To be a classic, originally created. Be Yourself. Do what you love. Surround yourself with people who appreciate that. That is our product proposition and the overarching message we want to share. Our unconventional bottle encapsulates this. We loved the idea of a tall, elegant shape of a traditional wine bottle that is symbolic of our country’s green landscapes and warm sun shining on the renosterbos, to tell our story,” says Penzhorn.
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Follow your heart
When Jane Goodall decided to travel to Tanzania in 1960 to study chimpanzees, she gave up her life and family to conduct research on the chimps in their natural environment. Her pioneering work changed behavioural sciences forever and she did it with nothing but passion and sheer determination. Jane’s legacy has inspired those who have conservation and the environment close to their hearts to unleash their inner Greta Thunberg.
“When we discovered the renosterbos, it enabled us to produce a unique, classic dry gin that truly represents our country. This presented the opportunity to make a difference to rhino conservation and led to contributing funds to stoprhinopoaching.com for every bottle of Wixworth sold,” says Penzhorn.
Collaborating with classics
Simply slogging away in a nine-to-five job and just getting by won’t cut it in the new decade. Go-getters want to do what’s worthwhile, which is why they are turning their backs on fruitless careers and toxic work environments to answer the call of their vocations.
“As part of the ‘Be A Classic’ positioning, we’re building a community of classics. These individuals share the same ethos as Wixworth. Their craft has been around for centuries and though their trade is not their own, their recipes are. These individuals have carved a niche by doing things their way and not conforming to what society prescribes. We’re proud to collaborate with classics like blacksmith, Alon Fainstein; musical duo, Acoustic Element, and conservationist, Elise Serfontein – founder of stoprhinopoaching.com – these South Africans contribute to our people, our places, and our way of life,” says Penzhorn.
“We’re inviting people from all walks of life to share their stories of how they have stayed true to themselves in pursuit of their passion. Classics can visit www.wixworth.com/be-a-classic/ for more information,” says Penzhorn.
So, in 2020 and beyond, embrace your learnings, be inspired by the world around you, and ensure you’re able to say, “I faced it all, I stood tall, and did it my way” like a true classic.
Be a classic. Originally created.
Hello Joburg was first published in April 1980 as a monthly restaurant and entertainment magazine. Over the years we have developed a network of patriotic Joburgers that love nothing more than sharing their experiences in this beautiful city!