South Africa Seeks to Close Perception Gap as Premium Wine Demand Grows, says OIV’s Yvette van der Merwe and WoSA CEO Siobhan Thompson

South African wine has undergone a remarkable transformation over the past two decades, earning a strong international reputation for producing diverse, high-quality and sustainably crafted wines.

This reputation has been built largely through the success of premium and super-premium wines in specialist retail, independent merchants and the on-trade, where South African wines are recognised for their quality, authenticity and exceptional value. The next phase of growth is to build on this strong foundation by expanding the visibility and availability of South African wines across the broader mid-to-premium market. This means strengthening representation in mainstream retail channels while increasing consumer awareness of the exceptional wine that South Africa has to offer.

Yvette van der Merwe, President of the International Organisation of Vine and Wine (OIV) and Executive Manager of SA Wine Industry Information and Systems (SAWIS), says the country’s reputation has grown steadily over the years, but she believes there is more to the story.

“South Africa is well regarded for quality, diversity and value, and gradually for sustainability and innovation,” she says. “We are no longer only seen as a value producer, but that perception still lags behind reality. The main gap is that our premium quality is not yet consistently recognised or rewarded across all international market. The greater challenge is that this recognition has not yet translated consistently into broader consumer awareness, stronger brand equity and higher average value across all export markets.”

One of the biggest changes she is seeing is in consumer demand.

“Global wine consumption is declining overall, but value is concentrating at the premium end,” she explains. “The industry must remain closely connected to changing consumer preferences and embrace innovation.”

While the industry’s premium reputation is still catching up with the quality it delivers, there are encouraging signs that perceptions are changing where it matters most. For many international buyers, South African wine is recognised for far more than value alone, with growing appreciation for its premium wines.

Siobhan Thompson, CEO of Wines of South Africa (WoSA), believes international buyers are recognising that shift. Authenticity and provenance have become important purchasing considerations alongside quality and consistency.

“Wines with compelling stories, whether centred around heritage vineyards, sustainability, regenerative farming, family ownership or unique terroirs, are becoming more attractive,” she says. “Those who visit the Cape Winelands often develop a much deeper appreciation for South African wine. Experiencing the vineyards, meeting producers and understanding the country’s diversity frequently translates into stronger commercial confidence and long-term commitment to South African brands.”

These changing preferences are seen in the categories performing well internationally. Chenin Blanc continues to strengthen its position as one of South Africa’s flagship varieties, while Old Vine wines, Cap Classique, lighter-bodied red wines and lower-alcohol styles continue to attract growing interest. De-alcoholised wines also represent an expanding category in several markets, with local producers already securing international listings.

“Consumers may be purchasing wine less frequently, but many are choosing to spend more on each bottle,” says Siobhan. “Premiumisation remains a defining trend.”

Changing consumer behaviour is only one part of the conversation. From Yvette’s perspective at the OIV, climate change adaptation in viticulture, sustainability across environmental, economic and social pillars, international trade, harmonisation of standards, and definitions for partially and fully dealcoholised wines all feature prominently on the organisation’s agenda.

One priority resonates particularly strongly with her: protecting the identity of wine itself.

“The recognition and promotion of the cultural heritage, diversity and value of the vine and wine sector,” she says, “is very important to us because we are different from other alcoholic products.”

Those broader conversations are also in the industry’s international engagement. Trade exhibitions and Wines of South Africa’s market activations provide opportunities to strengthen existing relationships and demonstrate the diversity and quality of South African wine.

“International trade exhibitions and Wines of South Africa’s own market activations remain central to our export strategy, providing opportunities to meet existing buyers, attract new importers and showcase the diversity and quality of South African wine,” says Siobhan.

Wine Paris, ProWein Düsseldorf and VinExpo Asia have already taken place in 2026, with Tokyo, London and ProWine Shanghai still to come. Planning for 2027 is already underway, and Wine Paris is expected to remain a priority as WoSA continues to balance established European markets with growth opportunities across Asia and Africa.

For all the discussion around markets, regulations and consumer trends, Yvette believes the industry’s biggest challenge is remarkably clear.

“Structural change, demand creation, not production, is now the biggest long-term challenge.”

Producing quality wine remains fundamental, but so does building demand, and ensuring South African wine continues to earn its place in established markets while finding opportunities in new ones. South Africa already has much to offer the global wine community. The task now is to ensure that international perception continues to keep pace with the quality and diversity that the industry delivers.