Vinimark continues to explore fresh frontiers for South African wine while adapting to a global market that has become more competitive and more unpredictable. Even as conditions shifted, Vinimark felt a renewed sense of momentum as South Africa’s wine story continued to resonate beyond the country’s borders.
2025 marked an important evolution for Vinimark’s international portfolio under its dynamic new director De Bruyn Steenkamp who took the reins in August 2024. In tandem with Vinimark celebrating its 40th year and crystallising its position as a wine company that supports brand development and distribution, the team has expanded its focus to support a growing portfolio and make its broader expertise and experience available to Vinimark’s Brand Partners.
Significant new additions to the Vinimark International portfolio, such as Vilafonté and Kasteelberg, joined established global favourites including Krone, Reyneke, Barista and Robertson Wines. Together, these brands present a clear and compelling view of modern South African wine that blends heritage with innovation and authenticity.
Markets opening, relationships deepening
While Vinimark continues to strengthen its already established routes-to-market it is also making meaningful progress in newer regions.
Africa and the Middle East are especially buoyant, with strong importer engagement, fast-growing hospitality sectors and a rising appetite for premium South African wine.
Wines of South Africa (WoSA) notes that Africa remains a young, fast-developing market at a fledgling stage; yet full of momentum and untapped potential. Education and training continue to play a vital role, and the enthusiasm from consumers, hospitality groups and wine students is unmistakable. From safari lodges to luxury resorts, curiosity about wine is rising rapidly, and the opportunities are plentiful.
In more traditional markets, the UK remained South Africa’s largest and most consistent export destination across the industry. Vinimark also nurtured long-standing partnerships in Europe, from Switzerland to Scandinavia, where interest in organic wine remains strong and Sweden’s demand for bag-in-box continues to rise. A highlight in this region was the strong traction gained by Robertson Winery’s milestone innovation, the world’s first fully recyclable 3L bag in box wine. South African innovation continued to resonate globally through Reyneke Wines, whose biodynamic and organic practices align naturally with Scandinavia’s commitment to eco-driven and ethically produced wines.
Asia offered a mixed but fascinating landscape. China’s volatility did not dampen Vinimark’s pursuit of opportunity, and Japan’s appreciation for premium quality and long-term collaboration remained closely aligned with the company’s approach.
In North America, evolving tariff discussions in the USA put pressure on lower price points. At the same time, Canada showed renewed interest in wine, influenced by shifting import patterns and changing consumer behaviour.
Last year brought its share of challenges, including taxation changes, evolving consumer expectations and geopolitical uncertainty. These conditions highlighted the adaptability of South African wine producers and exporters. Whether through early shipments ahead of tax adjustments, closer collaboration with importers or the resilience shown by producers, Vinimark worked to remain present where it mattered most.
Human connection at the centre
Vinimark’s international sales team is motivated and widely travelled. The team championed South African wine in boardrooms, tasting rooms, marketplaces and trade fairs across the world. Vinimark participated in a wide range of major international fairs, including Norway’s Vinmonopolet, ProWein in Germany, Wine Paris, Vinexpo Singapore, MMI’s The Big Taste in Dubai, Platinum Wine’s annual tasting in Barbados, World Wine Days 2025 in the Netherlands, MondoVino in Austria and KapWeine’s Christmas Tasting in Switzerland, among others.
The company also welcomed incoming trade missions at CapeWine, including the largest group of Canadian buyers in the expo’s history. International sales managers completed numerous market visits, culminating in a major sales conference with US importer Indigo Wine Group.
Looking ahead
As Maryna Calow of WoSA reminded the industry, wine still needs to feel ‘fun, relevant and alive’, especially to the next generation. Vinimark embraced this mindset, prioritising experiences, visibility and personal relationships alongside commercial growth.
Krone Cap Classique keeps rising and is now poured in some of the world’s most respected culinary destinations. From London’s Akoko and Rochelle Canteen to Gucci Osteria in Florence, Restaurant JAN in Nice, and celebrated dining rooms across Estonia, Lithuania and Tanzania, Krone’s presence in Michelin-starred and iconic restaurants has become a powerful endorsement of the quality and international appeal of South African Cap Classique. In October 2025, Vinimark journeyed to Amsterdam, where Johan Reyneke of Reyneke Wines collaborated with Holland’s 2025 Sommelier of the Year, Alessandro Tondini, for a special tasting at NAZKA, the acclaimed Michelin-listed fine-dining restaurant.
‘We’ll continue to travel, invest, partner, explore and help drive a best-in-class South African premium brand strategy,’ Steenkamp concludes.
Text: Editorial Desk | Images: Supplied
