It has been a whirlwind of a year for Maryna Calow, former communications manager for Wines of South Africa (WoSA).
Bringing more than 20 years of expertise in strategic marketing, public relations, publishing and stakeholder engagement, Maryna is a deeply respected voice in the wine industry. She spent nearly decade as global communications manager for Wines of South Africa (WoSA), representing South Africa's wines in key global markets and working closely with producers, government and international media to elevate the country's wine reputation. Previously, she led editorial and marketing strategy at The Wine Show and its sister publication Wine Extra Magazine. Beyond her marketing prowess, she is an accomplished wine judge (Veritas, Concours Mondial de Bruxelles) and a frequent commentator across print and broadcast media.
Today, Maryna, as part of the B4i Wineries team, who has secured a contract to manage the publication of the Platter's South African Wine Guide.
We caught up with Maryna to discuss her learnings from her time at WoSA, the evolution of wine PR, and her vision for the future of Platter's.
You recently left Wines of South Africa to start your own marketing and public relations business. Can you tell us what inspired this move?
As the saying goes, when one door closes, another opens. After nine wonderful years at Wines of South Africa, I made the decision to start LuxePulse, a boutique consultancy specialising in strategic marketing, communications and public relations for premium wine, spirits, tourism and luxury brands.
The idea was born from wanting to work more closely with clients, helping them tell authentic stories and build meaningful brands in an increasingly competitive market.
Life, however, had other plans. Not long after launching LuxePulse, I was approached by the owner of The B4i Project to discuss getting involved in the management of Platter's Wine Guide. It was one of those opportunities that simply felt too special to turn down.
Platter's is woven into the fabric of South African wine, and having the opportunity to help shape its future while preserving its incredible legacy is something I'm immensely excited about. Much of my focus today is on ensuring Platter's continues to evolve and remain relevant for generations of wine lovers to come.
What is one of the most valuable lessons you took away from your time at Wines of South Africa?
I've been fortunate enough to work in the South African wine industry since 2009, and if there's one thing I've learned, it's that collaboration is one of our greatest strengths.
When I first joined the industry, producers tended to be far more protective of their knowledge and experience. Today there's a remarkable willingness to share ideas, mentor one another and work collectively for the greater good of South African wine.
I've always believed that one voice can tell a story, but an entire industry speaking with purpose creates real momentum. By pooling our expertise, resources and passion, we've been able to elevate South African wine on the global stage in ways that simply wouldn't have been possible individually.
What do you enjoy most about working in public relations?
At its heart, public relations is about storytelling – and I've always believed that every great brand has one.
Whether you're representing a winery, an organisation or an entire industry, you're entrusted with giving that brand a voice, shaping its narrative and building relationships that create lasting value.
There's something incredibly rewarding about seeing a story you've helped tell resonate with people, spark conversations and ultimately strengthen a brand's reputation.
You have experience serving on prestigious wine judging panels locally and globally. How does your tasting background influence the way you market a brand?
I've always said that wine is a little like art – everyone experiences it differently, and that's part of its beauty.
Judging wine has taught me to appreciate nuance, craftsmanship and quality, but it's also reinforced something equally important: consumers don't buy wine based solely on what's in the glass.
People connect with stories. They connect with personalities. They connect with brands that make them feel something.
That's why marketing is so important. A producer needs to understand exactly who they are, what they stand for and why someone should choose their wine over countless others on the shelf.
The wonderful thing about South African wine is that exceptional quality is almost a given. Our challenge isn't convincing people that our wines are good – it's ensuring each brand tells a story that's impossible to ignore.
What do you see as the biggest challenges facing the global wine industry today?
Declining wine consumption is undoubtedly one of the industry's biggest challenges, but I think the conversation needs a little more nuance.
Younger consumers haven't stopped enjoying premium experiences – they've simply become far more selective about where they spend their money and attention.
Wine is competing with craft cocktails, premium spirits, ready-to-drink beverages and countless other lifestyle choices. If we're honest with ourselves, wine can sometimes still appear intimidating or overly serious to newcomers.
The industry has an incredible opportunity to change that.
We need to make wine feel more inclusive, more approachable and more relevant to younger consumers without compromising on quality or authenticity. That means embracing new ways of communicating, celebrating diversity and meeting consumers where they already are – particularly through digital platforms and memorable experiences.
How do you see AI shaping the future of wine marketing?
AI is already transforming marketing in remarkable ways. From helping generate ideas and streamline content creation to providing deeper consumer insights and enabling highly personalised communication, it's becoming an invaluable tool rather than something to fear.
The wine industry, in particular, has an opportunity to embrace AI to make wine feel more accessible and engaging. We're already seeing creators producing imaginative, entertaining and visually beautiful content that speaks to audiences who may never have engaged with wine otherwise.
That said, authenticity will always remain the most valuable currency. AI can enhance creativity, but it will never replace genuine storytelling, human relationships or the passion behind a great wine.
What advice would you give to women aspiring to build a career in wine marketing?
South Africa is fortunate to have some extraordinary women leading every aspect of the wine industry, from viticulture and winemaking to exports, communications and marketing.
My advice is simple: immerse yourself in the industry.
Visit wineries. Taste constantly. Build relationships. Stay curious. Ask questions. Learn from everyone.
Understanding wine is important, but understanding people is even more valuable because, ultimately, marketing is about human connection.
And finally, embrace technology. AI is rapidly changing the communications landscape, and the marketers who learn how to use it effectively will be incredibly well positioned for the future.
What is your favourite wine at the moment?
That's like asking me to choose a favourite child! It really depends on the season, the food, the occasion and the company I'm keeping. If I had to choose, though, you'll rarely go wrong by pouring me a rich, beautifully textured Chardonnay or a spicy, elegant Syrah.
How do you like to unwind when you are off the clock?
Time with my family (husband Paul and young adult kids Bradley and Siénna), close friends and my three cats is priceless.
I also love travelling, discovering new restaurants and, naturally, exploring great wines – whether that's finding an exciting new producer or revisiting an old favourite.
For me, wine has always been about connection. It's about the conversations around the table, the memories we create and the people with whom we share those moments.
A note from Platter's South African Wine Guide: As we work towards the publication of the 47th edition of Platter's Wine Guide, production for the 2027 guide is already well underway, and the excitement within the team continues to build. We'd like to extend our sincere thanks to the South African wine industry for its ongoing support, encouragement and willingness to engage with us as we shape the next chapter of this iconic publication. We look forward to unveiling the new edition towards the end of the year and, if all goes according to plan, ensuring that the latest Platter's Wine Guide finds its way into Christmas stockings across the country – ready to inspire wine lovers for another year of discovery.