South Africa’s wine industry is looking beyond its traditional markets as emerging producers use the Proudly South African Wine Expo in Johannesburg to introduce their products to Gauteng consumers and expand their presence in the country’s largest economic hub.The three-day expo, which opened on Friday at Prison Break Market in Lonehill and ends on Sunday, brings together about 30 wine producers from different parts of the country. While wine tasting remains a key attraction, the event also provides a platform for smaller wineries to compete for shelf space and consumer attention in a market often dominated by well-established brands from the Western Cape.
South Africa is among the world’s leading wine-producing countries, with the industry supporting thousands of jobs across farming, manufacturing, tourism and hospitality. Although the Cape Winelands remain the centre of production, producers from other regions are increasingly looking for opportunities to reach new consumers.One of those producers is Lavo Wines, based in Upington in the Northern Cape.
Speaking to Gauteng News, Lavo Wines salesperson Lebo said participating in the expo allows the company to introduce consumers to wines from the Orange River region, an area that receives less recognition than the country’s better-known wine destinations.”Ninety percent of the stalls here are from Stellenbosch. We are from Upington in the Northern Cape. We wanted to bring something different to the Johannesburg market,” he said.
Lebo said the company’s identity is rooted in South African heritage, with its name inspired by the name Lerato.He added that events such as the Proudly South African Wine Expo give smaller producers an opportunity to reach consumers who may not otherwise encounter their products.”Being at expos like this helps us get out there and be known. We are different, and different is good. We want people to experience something new.”
Founded in 2015, Lavo Wines produces a range of white, red and sparkling wines and distributes its products through selected retailers and online platforms.Another exhibitor, House of Azari, is also using the expo to strengthen its presence in Gauteng.A representative told Gauteng News that the company sees consumer events as an important way of introducing its products directly to the public while expanding itsretail footprint.
The representative said one of the company’s most popular sparkling wines had sold out ahead of the event, reflecting growing consumer interest in locally produced wines. House of Azari also showcased its non-alcoholic sparkling beverage alongside its range of sparkling wines.The producer said its products are currently available through selected retailers and online platforms, with plans to expand distribution.
Beyond showcasing individual brands, the Proudly South African Wine Expo reflects broader efforts to encourage consumers to support locally produced goods and strengthen domestic demand for South African products.For Gauteng, where consumers have access to one of the country’s largest retail markets, events such as these create opportunities for smaller producers from outside the Western Cape to reach new audiences and build relationships with buyers.As the expo concludes on Sunday, organisers hope the event will continue to open doors for local producers while exposing consumers to the diversity of South Africa’s wine industry beyond its traditional wine routes.
