Stellenbosch Wine Routes has introduced a special tasting token at their street soirées, allowing guests to sample luxurious wines from different wine farms who are displaying their collections.
This is according to Danielle Chalmers, the marketing assistant at Stellenbosch Wine Routes.
“One of the key things that is different this year from previous years is that we have got a premiumization strategy in place,” said Chalmers.
The Stellenbosch street soirée hosts wine tastings by a selection of local wine farms in events held on selected Wednesdays between January and March, according to Chalmers.
Crowds of people participating in Stellenbosch’s pop-up street soirée, which is held under the famous oak trees on Drostdy Street on selected Wednesdays, said Danielle Chalmers, the marketing assistant at Stellenbosch Wine Routes. PHOTO: Kyla Laing
By adjusting the way the token system works, “wine farms can highlight their top-of-the-range wines to the public instead of their usual lifestyle-drinking wines”, said Chalmers.
Guests now have the opportunity to taste high-quality and limited-edition wines, which in most cases would only be sold by the bottle, said Chalmers.
Upon arrival, guests receive ten tasting tokens, eight pink and two purple, which are exchanged for glasses of wine, according to Chalmers.
Chalmers said that each soirée is expected to see 32 to 36 wine farms this season.
Jenna Loughorclarke (21), a fourth-year BHSc (Biokinetics) Stellenbosch University student, holding a glass of Vergenoegd Löw white wine at a recent Stellenbosch street soirée. She is assisted by Athenkosi Peter (left), wine-tasting ambassador, and Jameson Loyd Chapfika (right), wine-tasting room supervisor from Vergenoegd Löw. PHOTO: Kyla Laing
Vergenoegd Löw, Lanzerac, Waterford, Muratie, and Blaauwklippen were some of the wineries at a recent street soirée attended by SMF News.
“[Lanzerac] often [brings] out the Keldermeester Versameling or the winemaker’s selection because it has a limited range and is unique to the farm,” said Nathan Daly, trade and guest relations manager at Lanzerac wine farm.
For one glass from the Keldermeester Versameling, which has a range of red and white wines, you need one purple token or two pink tokens.
If Lanzerac produces enough of the limited edition Cap Classic Blanc de Blanc Brut, they bring it out for the Stellenbosch street soirée, too, said Daly.
“In this case, guests are lucky enough to have a glass [of Cap Classic Blanc de Blanc Brut] with their purple token,” said Daly, with reference to the wines on offer on that specific day.
“Even though I don’t know much about wine, I think that the purple chip offers a way for students to experience premium wines we would never normally buy,” said Riley Boardman (19), a second-year BCom (Management Sciences) student at Stellenbosch University.
The next street soirée will be held on 12 March, on Drostdy Street in Stellenbosch.
Riley Boardman (19), a second-year BCom (Management Sciences) student, handing in his tasting tokens for a glass of wine at Waterford Estate’s wine stall. PHOTO: Kyla Laing