WineLand Media And NCCR Launch 12‑Week Wine Trains Series With Winemakers On Board

Wine tourism is no longer limited to tasting rooms and cellar doors. Travellers want more than a sip of wine – they want real experiences that tie together the landscape, the people who make the wine, and the wine itself. It’s about walking away with a memory.

That’s where the new partnership between WineLand Media and New Cape Central Railway (NCCR) comes in. NCCR is shaking things up with the launch of Wine Trains, a series that will run for the next 12 weeks. Winemakers from different estates climb aboard with the passengers, sharing their stories face-to-face and on camera as the train winds its way through the Cape’s wine regions. It’s the start of a fresh kind of storytelling in South African wine tourism.

The journey kicked off on 4 July with winemaker Ben Snyman from Van Loveren, who brought along bottles from the Christina, Retief Reserve, and Rhino Run ranges.

Q &A | WineLand asked Jessica du Toit, general manager in office of CEO of NCCR, about this exciting initiative.

What was the original idea behind bringing wine tourism onto rail, and how did it evolve into this 12-week series?

When our managing director and founder, Derick du Toit decided to start a steam train experience in Robertson, he aimed to uplift and support the town through engaging local wineries, but didn’t want to be limited by a location destination, so the train itself became the wine tasting venue, providing wineries with a second tasting room of sorts, whilst allowing tourists and locals to taste from as many wineries as possible without needing to drive to various locations.

This 12-week series was born out of my desire to support and champion the wineries we feature on board. I’m so proud to work with and represent them all and wanted to honour the stories behind the wines we carry.

How does New Cape Central Railway see its role within South Africa’s tourism landscape today?

We exist to create inclusive, exciting, activity-specific steam-train experiences for passengers from all walks of life across the country. We aim to revitalise local and rural tourism and preserve steam-train heritage in the region, while uplifting the communities in which we operate, creating a better, brighter South Africa for our children’s children.

Our slogan sums it up clearly: Join the journey and let history transport you.

What trends in tourism or travel behaviour made this the right moment for a project like this?

In today’s individualistic world, it’s more important than ever that we collaborate and work together as tourism entities. Together, we can accomplish much more and reach a wider audience than when we operate on our own.

Our current world lacks both connectivity and conversation. This project shares stories that are worth knowing and holds the audience in conversation through mediums that usually limit interaction

How does the experience of wine change when it is encountered on a moving train rather than in a traditional tasting room or cellar setting?

A steam train has the ability to slow everything down. Its steady rhythm helps you relax and makes it easier to connect with others. The sound of the whistle, the smell of coal and steam, the taste of wine, and the views of vineyards and mountains all come together to create a sensory experience that makes you want to relive the moment and open that bottle again.

How did you approach curating the route, selecting participating wineries, and the onboard experience to keep it authentic rather than staged?

We prioritise scenic routes and adjust the train’s pace to extend the experience. On board, we offer a range of wines across price points and styles to make it accessible.

Strong relationships with wineries, combined with a crew focused on genuine interaction, ensure the experience remains authentic.

What has been the response from wineries invited to participate in the Wine Trains portfolio?

It’s the first of its kind in South Africa, and the only steam train wine tasting experience operating this way in the world. As such, wineries may be cautious to begin with until they join us on board and experience it for themselves. Once they’ve lived it and met our crew, we find they are excited to participate in whichever way they have capacity for at that moment.

What do you hope audiences take away from following the series on social media?

We want to turn the spotlight on winemakers and share stories that usually go untold. We also hope to help each winery reach more people and help audiences feel more connected to the people who make the wines.

Beyond the journey

The Wine Train initiative comes at an important moment for the Robertson region, after recent floods affected local wineries. By featuring these wines on the train, NCCR gives producers a new way to gain exposure as they recover.

The programme also directly contributes to individuals working in the industry. By providing them with proper training and mentoring, NCCR enables young talent to gain experience in the wine and rail sectors and, consequently, contribute to their professional development.

As the series plans to expand into the Stellenbosch, Franschhoek, and Swartland regions, this initiative adds a new dimension to wine tourism. It’s no longer just about where the wine is tasted, but about how the experience is savoured.