In 1925, Professor Abraham Izak Perold crossed Pinot Noir and Cinsaut, then known locally as Hermitage. In 1961, the first commercially released wine bearing the Pinotage name reached the market under the Lanzerac label. Between those dates, a new grape became a wine that people could recognise, buy and drink.
That passage from experiment to sale explains why commercialisation matters to the wine industry. Growing grapes and making good wine are essential, but producers also need customers. Sales provide the income from which a wine business pays for vineyard work, cellar operations, packaging and distribution. For Pinotage, commercialisation also gives its South African origins a place on wine lists, retail shelves and tasting-room counters.
The first commercial bottling had a significant achievement behind it. Bellevue’s 1959 Pinotage, made by P.K. Morkel, was named the best wine at the South African Young Wine Show. Stellenbosch Farmers’ Winery subsequently released that wine under the Lanzerac label in 1961. The vineyard and winemaking work belonged to Bellevue; the name under which the wine reached buyers was Lanzerac.
The distinction matters. Pinotage’s commercial beginnings involved both production and a route to market. Recognition helped establish the wine’s quality, while selling it under its varietal name allowed customers to identify what they were buying.
That relationship between quality and visibility continues today. The Absa Top 10 Pinotage Competition began in 1997 and reached its 30th edition in 2026, bringing the cumulative number of Top 10 winning wines to 300. This year, 112 wines from 59 producers were entered. The winners represented six Wine of Origin areas: Stellenbosch, Durbanville, Swartland, Malmesbury, Wellington and Koo Plateau.
These figures document sustained producer participation and a geographical range extending beyond Pinotage’s Stellenbosch origins. They give the wine trade specific wines and places to discuss with customers. The Association’s promotion of winning wines and winemakers provides a practical link between judging results and market exposure.
Pinotage’s commercial possibilities extend across several wine categories. The 2026 Perold Absa Cape Blend and Absa Pinotage Rosé competitions each recognised six wines, demonstrating the grape’s use in red blends and rosé. Its ability to mature offers another point of interest. In August, 20 wines from 10 producers received Absa Vintage Pinotage Awards of Excellence following assessment by Cape Wine Masters. The awarded wines ranged from the 1995 to the 2016 vintage.
Together, these records provide material for different buying occasions: a rosé, a red blend, a varietal wine or a mature bottle. They demonstrate the range producers are making, without implying that every Pinotage is intended for long ageing.
On Saturday, 10 October 2026, that commercial story will meet the public through Pinotage Day. Established by the Pinotage Association in 2014, the day is celebrated annually on the second Saturday of October. The inaugural celebration took place on 11 October 2014, making 2026 its 13th annual edition. The original announcement already linked the day to winery events and promotions, with participation extending to a restaurant in Belgium.
Several advertised celebrations will give visitors opportunities to encounter Pinotage this year. If you missed the ticket deadline, plan your visit for next time!
At Diemersfontein Wine Estate in Wellington, Pinotage on Tap is scheduled for 10 October, starting at 10h00. The estate’s announcement lists general admission at R395 per person and describes the festival’s family-friendly format.
Lanzerac in Stellenbosch has advertised a Pinotage Festival at its Tasting Room and Deli on 10 and 11 October, from 08h00 to 18h00. Entry is free, with live entertainment, wine stations and Pinotage cocktails forming part of the programme.Lanzerac Pinotage Rosé is this month’s Wine Promotion, and the coffee table book, Pinotage The Lanzerac Story, is available to purchase at the Tasting Room & Deli.
Celebrate Pinotage Month at Jakkalsvlei with October blackboard specials, special food and wine pairings, and a complimentary Pinotage or Rosé tasting for every dining guest on Pinotage Day, 10 October.
On 10th October, Beyerskloof Wine Estate will celebrate the 30th vintage of Beyerskloof Pinotage on International Pinotage day, honouring South Africa's iconic varietal in the heart of the winelands. Theme - "Shades of the vineyard" - where Style meets Terrior. Only ticket holders will have access. Restaurant and Tasting Room will be closed on 10th October. Tickets R350 p/p. Contact Lizette@beyerskloof.co.za to enquire.
Wildekrans Wine Estate near Bot River will host its third People, Pets & Pinotage Festival on 10 October, from 09h00 to 15h00. The programme includes a five-kilometre Wine Wobble with Pinotage tastings, food and live music. Adult tickets are R120, advance booking is required, and part of each festival ticket’s proceeds will support the Grabouw Animal Welfare Society.
Celebrate Pinotage Day at Klawer Cellar with complimentary tastings from 5–10 October, featuring rosé, easy-drinking and premium full-bodied Pinotage wines. Email ontvangs@klawerwyn.co.za for more information.
Such events connect wine with hospitality and give producers direct contact with potential customers. They create occasions for tasting, questions and purchases, while drawing visitors to the places where the wines are made.
The historical record supports a positive outlook: Pinotage is well placed to strengthen its commercial position through its range of styles, regional differences and demonstrated ageing ability. This is an assessment based on the record, rather than a forecast of sales growth. Continued competition participation, recognition across wine categories and public events provide producers with several ways to introduce their wines to buyers.
Pinotage’s next chapter will depend on converting those opportunities into repeat purchases. Its history shows what becomes possible when vineyard work, winemaking and access to customers come together. On 10 October, producers and wine lovers will have another opportunity to make that connection.
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For more information, contact brand@pinotage.co.za, visit pinotage.co.za for more info on the winners.