The stage is set: Pinotage prepares to toast 100 years of innovation and heritage in 2025

Thursday, 28 November, 2024
Pinotage Association
We are excited to launch Pinotage 100 - visual identity, branding, events and campaigns for 2025.

Believing that nothing was impossible, Walt Disney pioneered groundbreaking technological advances in sound, colour, and storytelling. With the invention of the Multiplane Camera, he captivated audiences by creating an illusion of realistic depth in animated films – an innovation that continues to inspire the world. Pinotage shares a similar spirit of innovation.

Over the course of nearly a century, Pinotage has undergone a remarkable transformation. The wines crafted from this varietal today are of outstanding quality, with widespread recognition and admiration from wine lovers globally. This achievement reflects the relentless dedication of the Pinotage Association, its producers, and partners, alongside the steadfast backing of Absa Bank, a vital advocate for this unique grape. More than just a source of national pride, Pinotage stands as a symbol of South Africa’s innovative spirit and unwavering dedication to producing world-class wines.

As Pinotage approaches its centennial in 2025, it continues to capture the world’s attention. During a recent visit to South Africa, Professor Dr. Marcos Fava Neves, a renowned global agribusiness expert from USP and Harven Agribusiness School (Brazil), led a group of CEOs and agribusiness leaders on a journey to experience the best of South Africa – and Pinotage, of course. The group was unanimously impressed by the outstanding quality of the Pinotage wines presented and urged South African producers to increase exports to Brazil. The group was hosted by the Department of Agricultural Economics - Stellenbosch University.

This sentiment was echoed by Pinotage Association chairman Beyers Truter and winemaker Abrie Beeslaar, owner of Beeslaar Wines, who showcased the Absa Top 10 2024 winning wines to the visiting delegation.

De Wet Viljoen, deputy chairman of the Pinotage Association and winemaker at Wildekrans, is optimistic about the future of Pinotage: "Looking ahead, the future of Pinotage appears promising, particularly in terms of consumer perception and market demand. The brand of Pinotage is strong in South Africa, recognized as the country’s only true commercial grape variety. When we conduct tastings, it’s clear that South Africans take immense pride in Pinotage."

Recent efforts to elevate Pinotage’s status and improve quality have created a ripple effect throughout the wine industry. Viljoen offers aspiring winemakers valuable advice: "To work with Pinotage, my message is simple: don’t hesitate to seek guidance from experienced peers. Winemaking is a journey of experimentation – taste widely, embrace curiosity, and stay open to new ideas. Avoid preconceived notions and let the grape guide you."

This perspective is shared by Etienne Louw, executive member of the Pinotage Association and co-owner of Orpheus and the Raven. "Working with Pinotage is like exploring a fourth dimension of creativity. Only those willing to invest the 10,000 hours or much more – needed to master the craft will experience its true rewards. And yes, it’s absolutely worth the sacrifice to achieve excellence," he says.

As South Africans, we can celebrate with pride. Pinotage stands as a testament to passion, innovation, tenacity, and resilience – the only South African variety to reach such a significant milestone. "Raise a glass to Pinotage," says Abrie Beeslaar. "It’s more than just a wine; it’s a celebration of our heritage. Explore, support, and promote our proud invention – Pinotage!"

Don't be left behind

We need your assistance in spreading the word.

  • On 2 December all information will be available on pinotage.co.za
  • Stakeholder, producer, industry and media manuals will be shared via various platforms
  • Events and campaigns for 2025 will be updated on the Pinotage calendar (if you're planning anything, please send it to us and we will include it)
  • Online/in-person interactive sessions will be held to discuss all stakeholders involvement
  • Pencil in these important dates, 9-12 October 2025, when the celebration will be all that you anticipated it to be. Amazing!

For more information contact the Pinotage Association: