South Africa’s wine culture is undergoing a quiet revolution, shedding its long-standing pretence for a far more accessible, social atmosphere.
Gone are the days when enjoying wine required mastering technical jargon or complex tasting rituals; today, dynamic festivals blending food, music, and local culture are inviting a new generation of drinkers to explore varietals on their own terms.
The shift is also reflected in who attends these events. Younger consumers are discovering wine through social media, restaurants, festivals, and friends' recommendations rather than traditional wine education.
At the same time, winemakers of colour and a growing Black middle class are contributing to a broader conversation about who gets to participate in South Africa’s wine industry.
Making wine less intimidating
Mignon Snyman, senior category buyer for wine at Pick n Pay, said the perception that there is a correct way to enjoy wine can discourage newcomers.
“Historically, wine has often been associated with specialist terminology, formal tasting rituals and the perception that there is a ‘right’ way to enjoy it,” she said.
“For someone new to wine, that can create the impression that a certain level of expertise is required before they can participate.”
Snyman said the focus should instead be on enjoyment and personal preference.
“Wine should be a personal experience, not an exam. There’s no requirement to know technical tasting notes or how to pronounce varietals.”
That approach is reflected in the growing popularity of festivals where visitors can sample different wines, speak directly to winemakers and discover their preferences in a relaxed environment.
A social experience
Wine festivals are also moving beyond the glass. Food, music and conversation have become central to the experience, helping wine become part of a wider lifestyle rather than a product to be studied in isolation.
Snyman said these elements can help people feel more comfortable.
“For most consumers, wine is enjoyed alongside a meal, with family and friends, or as part of a social occasion,” she said.
This has created opportunities to explore food and wine pairings using familiar ingredients such as biltong, cheese and other local produce. It also allows consumers to understand wine through experiences that feel familiar rather than formal.
The approach is evident at the Pick n Pay Wine & Food Festival, which heads to Sugar Rush Park in Ballito on October 3. The event will bring together about 50 wine estates alongside food and live entertainment.
While the event has a retail component, its broader format reflects how wine festivals are increasingly being positioned as social experiences where people can discover wines at their own pace.
Finding a personal preference
For newcomers, Snyman recommended starting with taste rather than terminology.
“I always encourage newcomers to try a few different styles and pay attention to what they like,” she said. “Do they prefer something lighter and fruitier, or something richer and fuller-bodied?”
This emphasis on personal preference is part of a wider change in wine culture. Consumers are increasingly interested in the stories behind wines, how they are produced and what makes different regions distinctive.
Boutique festivals have also helped draw attention to regional varieties and Méthode Cap Classique, while established events such as the Stellenbosch Wine Festival and Franschhoek Bastille Festival continue to connect wine with heritage and food.
A changing wine audience
Snyman said younger consumers are approaching wine differently, placing greater emphasis on experiences and social connection.
“They’re less concerned with tradition and more interested in experiences, authenticity and social connection,” she said.
For festivals, that means creating environments where consumers can ask questions, meet producers and experiment without feeling judged.
The result is a wine culture that is gradually becoming less about knowing the rules and more about finding what works for the individual.
As Snyman puts it: “Ultimately, our goal is to show that wine is for everyone. You don’t need to be an expert to enjoy it.”
lutho.pasiya@nationalmg.co.za