Wine lovers, entrepreneurs, and industry stakeholders gathered at Prison Break Market in Glenferness on July 24, as Proudly South African hosted its local wine expo, giving emerging wine makers a platform to share the stories behind their brands while encouraging consumers to buy local.

The expo showcased a variety of South African wines, many produced by small businesses and women entrepreneurs, creating an opportunity for visitors to meet the people behind the labels, sample their products, and learn about their journeys.

Proudly South African executive for strategy, stakeholder relations, and legal Jeannine van Straaten said the organisation wanted to create more than just a wine tasting experience. “We encourage South Africans to support local manufacturers and service providers. Many of the wine brands here are small businesses, and around 80% are women-owned. They each have a unique story to tell.”

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Van Straaten said many of the producers are still working towards securing space on retail shelves, making events like the expo an important opportunity to connect directly with consumers and potential buyers. “We want people to meet the makers, hear their stories, and build that connection. When they eventually see these wines in stores, they’ll know exactly who they’re supporting.”

She said Proudly South African continues to champion local procurement across both the public and private sectors, saying supporting South African businesses helps drive economic growth and create jobs.
Wholesale and Retail Sector Education and Training Authority (W&RSETA) head of marketing, communications, and stakeholder management Vukani Mnyandu said partnerships such as the expo provide more than just exposure for small businesses. “While we’re tasting wine, we’re also having conversations about funding opportunities and programmes that can help these businesses grow.”
Mnyandu highlighted W&RSETA’s e-commerce and digital skills programmes, which help entrepreneurs market their products online and access new markets.

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Food and Beverages Manufacturing Sector Education and Training Authority (FoodBev SETA) chief financial officer Tshenolo Lefutswe said supporting emerging wine makers contributes to growing the country’s economy. “This investment is not only about providing exhibition space; it’s about creating opportunities, building networks, and helping entrepreneurs overcome challenges, such as accessing retail markets.”

Lefutswe said FoodBev SETA supported five emerging wine businesses at this year’s expo, up from three in 2025, and plans to expand its support in future.

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