We firmly believe that upskilling your frontline team is the single most effective way to improve your winery's bottom line. In a world where direct-to-consumer (DTC) connections are the lifeblood of sustainable brands, the "human element" is your greatest competitive advantage.
The wine.co.za DTC Academy trained over 130 candidates in 2025, including 30 PYDA alumni, funded by South Africa Wine.
Why choose the DTC Academy?
-
A career, not just a course: We provide a roadmap for staff to advance from entry-level service to high-level management.
-
Measurable growth: Our courses are structured to test and consolidate knowledge, ensuring your team returns with practical, applicable skills.
-
Certified excellence: Every graduate receives a Certificate of Completion, validating their professional development.
-
Flexible training options: We bring the expertise to you (minimum 4 candidates) or you can join our scheduled sessions at the wine.co.za offices in Somerset West.
Our courses for 2026
For more details and dates for the scheduled courses, click HERE.
An introductory wine course designed to build confidence in new or inexperienced staff, enabling them to deliver a positive guest experience in sales and service environments. Also very useful for university students to learn about the industry, get upskilled, and have the grounding to apply for a job at a tasting room.
- Dates: Tuesday 14 April, Monday 1 June, and Tuesday 4 August
- Cost: R1 900 per candidate
For employees with basic wine and service experience, this course expands knowledge of key wine styles from South Africa and around the world, while improving upselling, food pairing, and overall guest experience.
- Dates: Tuesday 21 April, Monday 8 June, and Tuesday 11 August
- Cost: R1 900 per candidate
A sales-focused course for experienced wine professionals to enhance selling skills, boost sales, and create a memorable, high-impact "wow factor" guest experience.
- Dates: Thursday 23 April, Monday 15 June, and Tuesday 18 August
- Cost: R1 900 per candidate
The Wine Sales Advisor courses (Level 1, 2 and 3) can be done separately over time, or in a 3-day course, ending with an enhanced theory and wine assessment exam. Designed for employers building high-performing teams, the course enhances knowledge, practical skills, and guest experience.
Those passing the exam will receive a DTC Academy lapel pin.
- Dates: Mon-Wed; 18-20 May, Mon-Wed; 22-24 June, and Mon-Wed; 24-26 August
- Cost: R4 750 per candidate
A course for those in the South African wine industry, expanding regional knowledge to support informed communication and enhance the guest experience.
- Dates: Mon-Tues; 29-30 June and Mon-Tues; 7-8 September
- Cost: R5 700 per candidate
Keen to book a course or engage further?
Please click HERE to complete our training needs questionnaire, or send an email to judy@wine.co.za.
Scheduled courses will be run for a minimum of 4 people.
Course fees exclude any venue, travel, or refreshment costs.
Included are a certificate of completion and a full study guide.
Need management skills?
Managing a tasting room is a really difficult job and we are working on a tasting room management course to be launched in 2027, with a strong focus on skills to help candidates to plan, lead and manage.
We would love your input for this course. Please email me at judy@wine.co.za.
For further details on any of these courses, visit our DTC Academy info page.
