The 10th TOPS at SPAR Soweto Wine & Lifestyle Festival, presented by Joburg Tourism, which happened from 4-6 September 2014, was not only a celebration of Soweto’s stylin’ soul and South Africa’s finest wines, it also had an abundance of class. This class is termed transformation.  

Says Mnikelo Mangciphu, co-founder of the TOPS at SPAR Soweto Wine & Lifestyle Festival and owner of the first wine shop in Soweto, Morara Wine Emporium, “Throughout its 10-year history, TOPS at SPAR Soweto Wine & Lifestyle Festival has been at the forefront of innovation and transformation bundled together to make a truly African wine festival. South Africa’s first township wine festival has shaped a new generation of wine connoisseurs, establishing new markets for the country’s wineries.”

Transformation is essential in South Africa and nowhere is it more important than in one of the country’s oldest industries, the wine industry. Supporting thousands of families in a country where approximately 67% of the population earn under R6000 a month, this festival attracts an audience that will uplift, sustain and grow this once declining trade, giving the agriculture sector a local boost. Just as important, this festival teaches thousands of people the art of wine tasting, which in itself sounds like just a few cool words put together, but you are wrong. The art of wine tasting is about the etiquette of wine; how to sip and savour wine; pair it with different tastes and foods in the Nederburg Wines & Robertsons Herbs and Spices’ Wine Theatre, thus creating an educated, price-and-quality-sensitive consumer market.

Research conducted at the festival shows the average visitor is black (91%), with asset ownership - a house (32%), car (34%) and household goods (31%); has a tertiary education (76%), is either married (46%) or single (44%); with a monthly income of more than R15 000pm (44%); is brand conscious (76%); is between the age of 25 -34 (59%); favours red wine (41%) to sparkling (22%), rosé (19%) and white (18%): and lives in Soweto (37%), South JHB (18%), North JHB (17%), Pretoria (15%), East JHB (11%) and West JHB (2%). This is a very healthy demographic for wineries and brand managers to work with. 

Recognising the impact of this festival, Councillor Ruby Mathang, a Member of the Mayoral Committee for Economic Development, in his opening speech at the festival, described the festival as Joburg’s “most important lifestyle event” that has evolved from 500 attendees in 2005 to an established and multi-faceted event attracting over 8500 visitors. “For ten years now, the TOPS at SPAR Soweto Wine Festival have been showcasing emerging local winemakers, chefs and wine traders from South Africa and the continent. Today the festival attracts over 500 local and international media, five local tourism authorities and many wine estates into Soweto.”

Gauteng’s Taste of Africa Dining Experience was a new addition to the festival featuring Maboneng Precinct restaurants, including House of Baobab, Blackanese, Lapa La Rona, Kahawa Club Coffee House and Soweto’s own Roots in a marquee entertained by musicians from Senegal, Congo and Cameroon, further infusing the festival with African energy.

Head of Durban Tourism, Phillip Sithole, said, “Durban Tourism is honoured to be associated with the TOPS at SPAR Soweto Wine & Lifestyle Festival for the third consecutive year. We find the event to be an ideal platform to market the unique urban lifestyle and the ‘Sunsational Summer Experience’ in Durban.”  

Says Mark Robinson, TOPS Group Liquor Manager and headline sponsor, “TOPS at SPAR is immensely proud to be headline sponsor of an event that has been positioned as one of Joburg’s signature attractions. The 2014 TOPS at SPAR Soweto Wine & Lifestyle Festival captivated all those in attendance with its infectious celebratory energy and we look forward to the future. We no longer see ourselves as just a headline sponsor, but take ownership of our TOPS at SPAR festivals’ growth and endurance with great pride and responsibility.”