How strategic positioning and brave winemaking challenged Old World scepticism at the 2025 Merano Wine Festival.
The Magic of Merano
Every November, the quiet alpine town of Merano transforms. It becomes a place where the language of wine transcends borders. Under the glittering chandeliers of the historic Kurhaus, the Merano Wine Festival gathers the world’s finest winemakers and culinary artisans.
The 34th edition, held from November 7–11, 2025, was no exception.
It welcomed over 1,000 wineries and 130 gourmet producers from across the globe.
But amidst the grand European names, one Western Cape estate stood proudly: Capelands Wine Farm.
A Global Summit with a Challenge
For us at Vine Vibe, this wasn’t just about a global wine exhibition; it was a meeting of philosophies where Italian tradition met Cape innovation.
Transitioning from the rigour of the Tuscan harvest at Castello Sonnino to the competitive market presence at Merano, the weight of this platform was palpable.
This is an invitation-only event.
Every exhibitor present has earned the prestigious Wine Hunter Award through rigorous blind tastings. You cannot buy your way in; you have to taste your way in.
However, bringing South African sunshine to the crisp mountain air of northern Italy revealed a profound challenge.
“You Are Very Brave”
We secured a significant strategic win early on: a supreme position directly in front of the main stage. This highly visible placement meant that every prominent producer, critic, and sommelier had to pass our stand.
But that attention came with honest, direct scepticism from the Old World attendees:
“We don’t know much about South Africa, the wines they produce, or the grapes they grow.”
“We did not believe that they could produce great quality wine.”
“You are very brave to be here on show as you are.”
That word – brave – is the key.
We weren’t just brave; we were confident.
Our presence was part of a strong South African contingent that included industry legends and trailblazers. It was inspiring to stand alongside renowned estates like Kanonkop, Alvi’s Drift, and others who have long carried the flag for the Cape in Europe.
The Wines That Forced a Recalculation
Capelands and Simelia presented wines that challenged this preconception head-on.
Our focus was on showcasing the precision, balance, and ageing potential of our Cape-grown varietals, which took many festival-goers by surprise and forced them to recalibrate their global wine map.
These elegant yet expressive wines told a story of granite-rich soils and maritime breezes.
When tasted blind, the wines poured by both Capelands and Simelia simply didn’t fit the ‘safe’ narrative often assigned to South African exports. The depth, honesty, and distinctive sense of place took festival-goers by surprise, proving that our vineyards belong firmly in the conversation of world-class wine.
What This Means for Vine Vibe (and You)
The experience was a powerful validation: the perception of South African wine is ripe for disruption. The Old World is ready for the quality, but they need us, the consultants, the strategists, the ambassadors, and the fans, to deliver the story effectively.
My key takeaway from Merano is clear:
The presence of Capelands isn’t just a personal triumph; it’s part of a larger movement.
This strategic insight into why the market is so sceptical and how to secure the platform to challenge that view is the focused approach we now bring to every client project at Vine Vibe.
Taste the Victory at Home
You don’t have to cross continents to experience what surprised the critics in Italy.
The Capelands wines featured at Merano are now back on home soil, ready to be savoured.
We invite you to book a private tasting at the estate and sip the very same vintages that represented the Cape among Europe’s finest.
