Nearly nine million views on a wine-tasting video across Instagram and TikTok point to the growing reach of digital wine content, according to Tim Atkin’s Under the Influence report.
The trend suggests that wine education is reaching audiences beyond traditional tastings, specialist publications and established wine circles.
According to IWSR, younger consumers are increasingly drawn to brands and experiences that feel authentic and connected to lifestyle and culture. Their interest in wine is therefore extending beyond technical terminology and tasting notes to include provenance, people and the places behind the product.
This growing emphasis on origin is also reflected in the global wine industry. The International Organisation of Vine and Wine (OIV) highlights the importance of terroir and geographical identity, as consumers place greater value on understanding what makes wines from particular regions distinctive.
For South African producers, the shift creates an opportunity to connect digital discovery with more immersive, educational experiences at wine estates.
Wine tourism is increasingly part of a broader destination experience. South Africa Wine research indicates that only around 20% of winery visitors travel specifically for wine, with many others motivated by food, culture, heritage and the appeal of the destination itself, according to The Wine Tourism Evolution.
For Steenberg Vineyards in Constantia, this presents an opportunity to deepen visitors’ understanding of wine while building on the estate’s heritage, craftsmanship and premium positioning.
“Consumers today are looking for more than a tasting,” says Carryn Wiltshire, marketing manager at Steenberg Vineyards. “They want to understand the people, place and decisions behind the wine. That curiosity creates an opportunity to share the craftsmanship, viticulture and sense of place that shape every bottle.”
Digital platforms are playing a role in initiating that journey, she says, with short-form content often encouraging consumers to explore wine further in person.
“Platforms such as Instagram and TikTok have also opened new pathways into wine. They spark curiosity and often inspire people to continue that journey in person.”
The opportunity for wine estates is to translate that initial interest into experiences that offer more than a conventional tasting. Visitors are increasingly looking for ways to understand the wines they enjoy and the factors that influence their character, according to South Africa Wine.
At Steenberg, tasting experiences led by tasting room ambassadors explore different aspects of the estate’s wines and winemaking approach. Hosted in an indoor-outdoor space overlooking the farm, the experiences cover subjects ranging from Sauvignon Blanc and cool-climate winemaking to food pairings with the Canvas Collection and the influence of glassware on sparkling wine.
Visual tools, including flavour wheels, terroir displays and soil samples, help make technical concepts more accessible.
The wine flavour wheel, developed by sensory scientist Dr Ann Noble at the University of California, Davis, provides a shared vocabulary for identifying and describing aromas and flavours. At the tasting table, it can help visitors articulate what they are experiencing while developing their confidence in assessing different wines.
Discussions about vineyard location, maritime influences, harvest timing and winemaking decisions add further context, connecting the characteristics in the glass to the conditions and choices behind each wine.
For visitors wanting a more in-depth experience, private vineyard and cellar visits offer a closer look at the estate’s landscapes, history and winemaking processes.
“When people can see, taste and compare for themselves, the learning becomes much more meaningful,” says Wiltshire. “It creates confidence and encourages people to trust their own palate while developing a deeper appreciation for the wine.”
The renewed interest in wine education reflects a wider shift in expectations around premium experiences. Alongside traditional markers of quality and luxury, consumers are increasingly looking for authenticity, personal enrichment and meaningful connections with the brands and places they visit.
For wine estates, this places greater emphasis on the experience surrounding the product. Digital storytelling can introduce consumers to a wine, but opportunities to engage with its origin, production and people can help build a more lasting relationship.
For Steenberg, the aim is not simply to teach visitors about wine, but to give them a deeper understanding of the farm, its heritage and the decisions that shape each bottle.
“Wine education should deepen appreciation for the product, not simplify it,” says Wiltshire. “Whether guests are exploring our vineyards, tasting wines side by side or learning how climate and site influence flavour, the goal is to create a stronger connection to the wine and the place it comes from. If people leave with a deeper understanding of Constantia, our vineyards and our winemaking philosophy, then the experience has achieved its purpose.”
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