“I always say, you don’t choose the wine industry, the wine industry chooses you,” Anzelle Pienaar (29) says. Her dad, Ben, shared his interest in wine with her from a young age and when she was 16, she met someone in the industry who encouraged her to attend a Cape Wine Academy course. She was immediately hooked.
While studying for a BCom in marketing at Prestige Academy, Anzelle worked part-time at De Grendel Wines’ tasting room. After graduating, she was offered the position of loyalty club manager at De Grendel where she grew the estate’s database and direct sales. The experience laid a solid foundation for her future endeavours.
In 2019, Louisvale Wines offered her the position of sales and marketing manager, a job in which she flourished. She spearheaded initiatives that significantly expanded the estate’s direct market and amplified its marketing efforts by establishing a clear strategy, earning her acclaim in the industry.
But it was her subsequent position as direct-to-consumer manager for DGB’s premium portfolio that provided her with invaluable insight and experience. It also led to her current job as marketing manager for both Cederberg Wines and Ghost Corner, a move she describes as being the highlight of her career.
Her mentors include industry legends such as Charles Hopkins, David Nieuwoudt and Simon Smith who’ve guided her along the way, while her dad has continued to be her biggest supporter, fuelling her passion.
Completing The Business of Wine programme at the University of Cape Town Graduate School of Business in 2019 and attending the masterclass at the Michael Fridjhon Wine Judging Academy in 2021 have been her top academic achievements.
Looking ahead, she has ambitious goals for her wine marketing career. While she’d like to be a wine judge someday, her focus for now is revolutionising customer relationship and direct-to-consumer marketing, and leaving a lasting mark in the field.
When asked which aspects of the wine industry excite her most, her response is unequivocal: the people. The opportunity to meet and collaborate with industry leaders, legends and intellectuals has been an unparalleled privilege, she says. Driven by her unwavering passion and commitment to excellence, Anzelle is set to continue making waves in the world of wine.
Rapid fire Q&A
- Favourite wine ever tasted? The first time I tasted a vintage Sauvignon Blanc it completely changed my mind about ageing white wines.
- Favourite binge-worthy TV show? Desperate Housewives
- Favourite pick-me-up song? "Bejewelled" by Taylor Swift
- Least-known fact about you? My dad is the reason I love wine so much.
- Ideal holiday destination? Iceland. It would be a dream come true to witness the beauty of the Northern Lights.
Connect with Anzelle via LinkedIn.