Factbox: Heritage Link Brands

TORONTO (Reuters) - When you think of your typical soccer fan, you don't picture them holding a glass of wine in their hand. Beer is definitely the drink of choice for diehards, but entrepreneur Selena Cuffe is hoping to use this year's soccer World Cup in South Africa to convert some of them. In 2005 Cuffe, 34, founded Heritage Link Brands, a Los Angeles-based company that imports wines produced by black South Africans.

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Company: Heritage Link Brands, an importer of wines from black-owned South African vineyards.

Location: Los Angeles, California

Founded: 2005

Founders: Selena Cuffe and Khary Cuffe

Website: www.heritagelinkbrands.com/

Startup costs: $70,000 in personal savings

Target audience: Existing wine drinkers and the 21-30-year-old "millennials" demographic

Biggest challenge: Raising awareness for the wines in their portfolio and black-owned wineries in South Africa and the larger Diaspora.