On a cold, crisp Friday afternoon, local winemakers gathered at Johannesburg’s popular Prison Break Market to usher in another edition of the Local Wine Expo.
“This is not a ‘ugh shame’ event,” says Happy Ngidi, Chief Marketing Officer at Proudly SA, on Day 1 of the festival. “This is a beautiful showcase of what these wines are trying to celebrate from a local perspective.”
Bringing together consumers and wine connoisseurs, the fourth edition of the Local Wine Expo 2025 spotlighted the significance of South Africa’s wine industry. According to Proudly SA, there are currently 542 locally owned wines in the country, with a staggering 824 million litres of wine produced annually.
“Local wine serves the best sip,” says Eustace Mashimbye, Chief Executive Officer of Proudly SA, in an interview with KBNN. “But not just because of the taste — because it produces jobs.”
But where does the township fit into all of this?
Mashimbye emphasizes that while there are real challenges in involving the township economy in platforms like this, representation remains at the heart of economic inclusion. Proudly SA is actively working to ensure that underrepresented markets — particularly township-based entrepreneurs — gain greater visibility and participation in events such as the Local Wine Expo.
“Numbers tell us that certain products, like wine, which may not traditionally be popular in the township, have strong potential to grow,” Mashimbye said in an exclusive sit-down with KBNN. “The demographics that are generally known to be wine connoisseurs may not be based in the township, but there is a growing middle class there.”
“We’ve had robust discussions about how to include township consumers and entrepreneurs,” adds Ngidi. “And we’re looking at how to bring events like this directly into those communities as well.”
This is especially relevant, considering the growing interest from township entrepreneurs who want to tap into this thriving industry.
“Many of the wines showcased here are owned by people who come from the township,” Mashimbye explains. “What’s great is that they’re contributing to the value chain and the wider ecosystem. Collectively, the businesses represented here employ thousands of people.”
The global wine industry is a massive market, valued at $347.1 billion in 2025 and projected to reach $412.9 billion by 2027. In South Africa alone, the wine industry contributes R56.5 billion to the national GDP.
As the sun sets on Friday (day 1 of the festival) rolls in over the Johannesburg horizon, the toast many of these wine entrepreneurs raise is not just to prosperity — it’s to purpose. A purpose they are proud of: one where their work contributes meaningfully to the lives of others.
“With high levels of unemployment in South Africa, access to locally made products has never been more important,” Ngidi concludes.
The three-day event wraps up on Sunday, 27 July 2025.
