South Africans Come Together: 15% Rise in Attendance at Wine and Food Festival

Johannesburg – This past weekend, Pick n Pay’s annual Wine & Food Festival attracted close to 4,000 participants from Johannesburg.

This year’s attendance reflected a 15% increase compared to last year, highlighting the remarkable developments the retailer has made in enhancing its offerings over the past 18 months.

The festival featured 71 wine farms, offering attendees a wide variety of culinary and lifestyle experiences, including exciting chef demonstrations and expertly curated food and drink pairings.

Notable highlights included interactive rugby activities, where visitors had the chance to meet rugby stars like Steven Kitshoff and sample Bomb Squad beer, along with traditional boerewors and marinades, plus interactions with Trevor Nkanye and tastings of his Bomalumz wines.

Gavin Ievers, Executive: Liquor & Tobacco at Pick n Pay, noted, “People are increasingly mixing drinks at home and hosting gatherings, often inspired by platforms such as Instagram and YouTube.

“Our goal was to tap into that trend, and the response has been incredibly positive.

“Over the last 18 months, we’ve revamped our fresh offerings in bakery, produce, and proteins, while expanding our range of international ingredients.

“We’ve brought chefs and food technologists back into our business to showcase just how gourmet our products have evolved.”

Ievers pointed out that Pick n Pay’s on-demand grocery service, asap!, now offers 35,000 SKUs, the broadest selection available in any on-demand app in South Africa.

“This provides customers with effortless access to an extensive range of food, drinks, and homeware essentials,” he expressed.

Displaying the liquor segment, the new Pick n Pay Liquor Mixology Theatre invited attendees to experiment with drink mixing, guided by cocktail experts from Diageo.

“Cocktails are gaining popularity, and we aimed to create an immersive environment to introduce newcomers to this category while showcasing the versatility of various spirits and wines,” commented Lauren Hoard, Trade Marketing Manager for Liquor at Pick n Pay.

“Many guests were astonished to discover that wine can be incorporated into cocktails, providing an excellent chance to familiarize attendees from other regions with local wines, many of which were offered at promotional prices to support South African wineries facing hurdles.”

Multiple lifestyle experiences, including a beauty lane and indulgent tastings from chocolate and cake vendors, ultimately brought the in-store offerings to life.

Sustainability was a key theme, with displays informing attendees about Pick n Pay’s ongoing dedication to “People n Planet.”

“The festival showcases our omnichannel lifestyle strategy,” stated Hoard.

“We aim to cater to a broad customer base while attracting younger, aspirational consumers who represent our future clientele.

“The insights gleaned will allow us to refine future events and enhance other customer engagements, positioning Pick n Pay as the destination for fresh food in both gourmet and budget-friendly segments.”