Wine Talk Joburg Launches As Industry Think Tank Focused On Gauteng’s Key Wine Market Dynamics

Johannesburg is not a wine-producing city, but it is one of the most important wine-buying markets in the country. Built around conversation, listening and practical thinking, Wine Talk Joburg was created to ask hard questions about how wine is sold, priced and communicated in Gauteng and why this market matters more than ever. 

As a trade-focused platform designed to view wine through a business lens, Wine Talk asks market-related questions. How is wine sold in non-producing markets? How do consumers make choices? How is value perceived? How can the industry grow without leaving people behind? As such, Wine Talk is not a conference where experts speak to an audience, but rather provides a space for open conversation between producers, retailers, sommeliers, service staff, educators and marketers.

“Wine Talk was always meant to be a think tank for the Gauteng wine trade,” Wine Talk founder Andrew Shelly says. He’s also a certified WSET educator and sommelier. “Returning to Johannesburg was always part of the plan because this is where wine is bought, poured and discussed every day.”

At its core, Wine Talk is about bridging two worlds. Andrew often refers to South Africa as having two wine industries. One is based in the Cape and centres around production, vineyards and cellars, the other in Gauteng, which focuses on sales and consumption. “Wine Talk exists to help close that gap,” he says. “We want Cape producers to invest more time in Gauteng and see it as a long-term opportunity, not just a sales trip. That changes everything. If you want to grow the industry, you need to understand how wine lives in the glass, on a wine list and on a shelf.”

The first Wine Talk Joburg confirmed there’s a strong appetite for this kind of engagement. What surprised the organisers most was how willing people are to speak honestly. Competitors sat in the same room. Retail and restaurant voices shared the floor. Younger service staff talked openly about what customers ask for and what confuses them. “We realised very quickly the Gauteng wine community is fragmented,” he says. “Wine Talk managed to bring people together who don’t often share space. That alone showed us the value of the platform.”

A key learning from the inaugural Wine Talk event was the role of younger consumers. Gauteng’s wine drinkers are curious and experimental, often without deep wine heritage. They’re just as interested in lesser-known varieties as they are in classics, but they want wine to feel accessible. “Historically, wine sales relied on consumers knowing the right names and the right regions,” Andrew says. “That approach doesn’t always work here. People are interested, but they don’t want to feel excluded. The industry needs to meet them where they are.”

This has direct implications for the wine industry. From pricing and staff training to how wine lists are written and  stories are told, Wine Talk encourages the trade to rethink old habits. One recurring theme is the gap between price and value. “There’s a real challenge in moving consumers from bargain hunting to understanding value,” Andrew says. “We talk a lot about how to help people see why a R250 bottle makes sense, without using complicated language or intimidating terms.”

Wine Talk is also about listening to those closest to the consumer. Floor staff, sales teams and junior sommeliers are often the first point of contact, yet their voices aren’t always heard in industry discussions. “Hearing directly from service staff was one of the most powerful moments of Wine Talk,” Andrew says. “They’re the ones answering questions every day. If we ignore their experience, we miss a huge part of the picture.”

Another vital aspect of Wine Talk is its focus on regions and storytelling. Rather than large-scale tastings, the platform looks at how regions can connect meaningfully with the Gauteng market. In 2025, the Swartland took centre stage, not as a brand exercise, but as a case study in how regional identity can be communicated.

For future editions, Wine Talk plans to continue these conversations with other regions, including Elgin, Hemel en Aarde, the Cape South Coast and Franschhoek. There’s also a growing interest in heritage vineyards and how stories around old vines can be translated into clear value for consumers. “Producers often assume their story is understood,” Andrew says. “In Gauteng, that’s rarely the case. Wine Talk challenges producers to slow down, simplify and think about what really resonates.”

Andrew’s perspective is influenced by his work in wine education across Africa and his continued studies abroad. “In countries such as the UK, wine is almost entirely about sales and consumption,” he says. “There’s a lot South Africa can learn from that model.”

Wine Talk Joburg is set to become a permanent fixture on the city’s wine calendar. Each edition will build on the last, using feedback and shared insights to influence future discussions. “This is not a once-off event,” Andrew says. “Wine Talk will return every year. The industry is hungry for honest conversation and practical insight. Growth won’t come from repeating familiar narratives. It will come from understanding the realities of the market, listening to those on the ground and being willing to change how wine is sold and spoken about.

“If we want a stronger wine industry, we need to stop talking only to ourselves. Wine Talk is about opening the conversation and letting the market have a say.”

To explore more articles in our April issue, Winemaking 101, purchase our digital or print magazine here.