THE Pick n Pay Wine & Food Festival is gearing up not just as a showcase of South Africa’s finest vintages, but as a hub of social energy, particularly for a generation redefining how we gather, drink, and connect.
As younger consumers shift away from traditional, formal wine culture toward more fluid, expressive, and social formats, this year’s festival offers a perfect playground to explore, taste, and share wine on their terms.
Rewriting the rules of social connection
The younger generation of wine consumers are rewriting how they learn about wine. Learning about wine is more about shared discovery, collective storytelling, personal experiences and authentic moments with winemakers over structured wine tastings.
At this year’s Pick n Pay Wine & Food Festival social connection is at the heart of the experience, with interactive tasting formats, communal seating areas designed for mingling and photo moments, and a variety of activations where guests can be pampered, taste sweet treats or win fantastic prizes.
Wine habits in flux: How Pick n Pay Wine & Food Festival is catering to a new generation of wine enthusiasts
The wine world is rapidly evolving under the influence of younger demographics, with several key trends gaining momentum.
One of the biggest shifts is a move toward demystification over elitism, as younger drinkers push back against the exclusivity, jargon, and perceived intimidation of traditional wine culture, and instead favour festivals and spaces that encourage tasting, talking, learning, and laughing without pretence.
Health, moderation, and sustainability are also shaping choices, with Generation Z showing strong interest in lower-alcohol formats, wellness, balanced consumption, and transparency in production.
At the same time, they prefer formats that match their pace, such as cans, wine cocktails, and mixed cases that fit seamlessly into on-the-go lifestyles. Curiosity and creativity drive their palates toward experimental and expressive styles like natural and low-intervention wines, labels that tell a story and make discovery part of the experience.
Top Tips for Generation “Next” Festival Goers
1. Be your own curator. Skip the idea that you must follow a “wine order” or only drink prestige bottles. Move fluidly across tasting zones, hop between different producers, and assemble your own “vibe flight.”
2. Taste with your crew. Bring friends with different taste preferences and share feedback on different wines that you taste. It becomes a shared conversation rather than a solitary decision.
3. Pacing, not power drinking. Get there early and take your time to make the most of the festival using your tokens throughout the day). The goal is sustained connection, so you stay present through the event.
4. Explore wine-based cocktails. If you are new to wine, try the Mimosa Lane (the latest big trend) or one of the interactive Mixology Theatre sessions where you can try wine-based cocktails; a perfect entry into your wine journey.
As wine habits evolve, this event is an invitation to sip on your terms, move at your pace, and find your tribe in every glass!
Discover some of SA’s top wines from a record 71 tasting stands.
From the finest still wines and award-winning Cap Classique’s, to luxurious Champagne and refreshing mimosas, there is something for every palate.
In addition to sampling wine from the tasting stands, guests can elevate their afternoon by purchasing tickets to the exclusive and interactive Pick n Pay Tasting Room sessions, flavoured by Robertson’s Spices, or the Pick n Pay Liquor Mixology Theatre sessions, presented by Diageo.
Beyond the wine, enjoy food activations from Pick n Pay’s delectable culinary delights, decadent treats from Chateau Gâteaux and artisan chocolatiers, and live music from Stones & Bones (Saturday) and Majozi (Sunday), or get pampered at one of the six beauty stands.
Rugby fans can catch the South Africa vs Argentina match on screen and even get to meet rugby heroes including Steven Kitshoff (Bomb Squad Beer) and Trevor Nyakane (Bomalumz Wines).
Visitors can also capture the moment at the Wine Club 360° immersive photo booth, do a spot of shopping at the Pick n Pay Clothing pop-up shop and win amazing prizes in the Smart Shopper Spin & Win draws.
Pick n Pay Wine & Food Festival
4 & 5 October
The Wanderers Club, Illovo
Tickets available online from R300pp available at Webtickets
