South African wine has earned its place on the world stage. Yet, too often, the tasting room experience doesn't match the calibre of what’s in the glass. That disconnect ends now.
Today marks the official launch of the Tasting Room Association of South Africa (TRASA), a bold new industry-led initiative set to transform how South African wine is experienced by visitors, both locally and globally.
TRASA exists to elevate the country's wine tourism standards by training, certifying, and celebrating South Africa’s tasting rooms and helping them deliver not just good service, but truly unforgettable encounters.
Where wine meets world-class experience
“Great wine alone isn’t enough,” says Lydia Coetzee, founder of TRASA. “What turns a tourist into a lifelong customer is how they were made to feel. A welcoming, knowledgeable, and passionate team is the key to that magic.”
TRASA’s founding belief is that South Africa’s tasting rooms have the potential to rival the very best in the world – but only if they’re equipped with the right support, tools, and recognition.
Membership is open to all South African tasting rooms and includes:
- Professional 'ghost visits' by trained sommeliers who evaluate the full guest experience anonymously
- Practical, private feedback and tailored training support that’s easy to implement
- Marketing visibility through wine.co.za, social media campaigns, and search-friendly listings
- The right to display the TRASA Certification Badge, giving visitors immediate confidence in quality
- A voice in shaping industry standards through TRASA’s strategic advisory council
And all this is available for a fee equivalent to just three cases of wine per year.
From assessment to advantage
The certification process is designed to be rigorous but fair, measuring everything from welcome and wine knowledge to storytelling, engagement, and product upselling. Tasting rooms are scored independently and constructively, giving owners and staff an outside-in view of their strengths and where they can improve.
Unlike other tourism ratings, TRASA is built specifically for wine. It's peer-informed, industry-led, and deeply focused on the craft and culture of hospitality in a tasting room setting.
“Consumers are looking for authentic, premium, and memorable experiences. When we raise the bar at the cellar door, we grow the value of the entire South African wine brand,” adds Lydia.
A national benchmark for wine tourism
TRASA is already collaborating with a range of industry stakeholders from regional wine route associations to educational institutions and service bodies like the South African Sommeliers Association to ensure that training and development are consistent, credible, and deeply rooted in the realities of the industry.
Each certified tasting room will receive a scorecard and badge, with high-scoring farms having their results proudly published on wine.co.za, giving wine lovers a trusted reference point for their next visit.
TRASA also intends to work closely with wine.co.za, SA Tourism, and retail buyers to make tasting room quality a visible, trusted marker of wine brand excellence.
The goal? A better guest experience.
The result? Bigger sales and global loyalty.
TRASA isn’t just about standards, it’s about impact. By building trust at the cellar door, wineries can grow direct-to-consumer sales, build mailing lists, secure repeat visits, and strengthen their brand equity far beyond the farm gates.
TRASA’s vision is clear:
To make South Africa the most admired wine tourism destination in the world.
Ready to raise the bar? Visit www.tastingroomassociation.co.za or contact info@tastingroomassociation.co.za to learn more and become member.
About TRASA
The Tasting Room Association of South Africa (TRASA) is a national certification body dedicated to improving wine tourism through mystery assessments, expert feedback, and training support. Founded in 2025, TRASA sets a new benchmark for excellence in South African hospitality, one tasting room at a time.