This year, the wine.co.za DTC Academy has driven a major effort to uplift standards in our tasting rooms, successfully training 114 tasting room wine advisors! From Stellenbosch to Wellington and stretching to Bot River, Elgin and Hermanus, our graduates are now better equipped to deliver the world-class hospitality that visitors demand.
Here's some feedback from our graduates:
"This course is short but so effective it definitely help me learn more about service and not just to focus in what I know(wine)but to value the customer by building relationships. PS: Less is more. Thank you, prof. Neil Tabraham." - Gordon Basson, Oak Valley
"It has been a help to me. As reminder of the importance of customer communication and relationships." - Yolani Kaso, Ken Forrester Wines
"It gave me a totally different perspective in regards to dealing with guests, i.e. giving them more of a personal tailored experience." - Maïté Baverey, Le Petite Ferme
Some of PYDA alumni who completed Wine Sales Advisor Level 3.
We are delighted to report that South Africa Wine joined us in our drive to educate, providing funding for 30 PYDA (Pinotage Youth Development Academy) alumni to do our Wine Sales Advisor course, which we have just completed.
We are super proud to report that of all the wine advisors who have done our courses, only three have achieved 100% in their test – and all three of these are PYDA alumni! Well done to our top acheivers: Sigqibo Mehlawana (Webersburg), Demos Richards (KWV), and Celite Davids(Allee Bleue)
wine.co.za DTC Academy's top achievers for 2025: Sigqibo Mehlawana, Demos Richards, and Celite Davids.
Read on for some feedback from a few of the PYDA alumni:
"I make much better sales with a 12.7% increase on sales so far since I completed the course. Communication and service is much better and I feel much more confident when approaching customers." - Emilicia Barends, Painted Wolf Wines
"It has helped me to learn to listen when engaging with clients. And it's always about the clients not me. My engaging skills have improved." - Olwethu Fana, Stellenrust Wine Estate
The PYDA is keen to build and grow their alumni network, and this was one of the first projects as part of their PYDA Alumni Connected Programme. They also offer various opportunities for alumni to connect, grow, and give back. These include career support, mentorship, networking events, and access to resources and training.
"We are so grateful that 30 spots were offered for the opportunity to do the Wine Sales Advisor Level 3 course. Feedback from alumni has been invaluable in shaping our programme," says Rita Rank, student wellness and alumni lead at PYDA. "We're committed to providing ongoing support and resources to help our graduates thrive."
Hats off to the following wineries for investing in education for their staff this year:
- Anthonij Rupert Wyne
- Bosman Hermanus and Wellington
- Gabrielskloof
- Glenwood
- Ken Forrester
- Krone
- La Petite Ferme
- Oak Valley
- Rupert & Rothschild
- Saronsberg
- Spier
- Vine & Rail
The energised Bosman Hermanus graduates: Friday Kandawire, Libia Mrima, Watson Mwase, and Philane Matshoba.
The DTC Academy currently offers three different one-day courses in wine knowledge, service, and sales. We are working on a tasting room manager course for next year, and we would love your input.
Please email Judy Brower at judy@wine.co.za.