From TikTok to tasting rooms, curiosity is reshaping how people discover wine

Cape Town, 3 November 2026 – Nearly nine million views on a wine-tasting video across Instagram and TikTok highlight the growing role of digital platforms in wine discovery, with younger consumers increasingly engaging with wine through social media, video content and online storytelling rather than traditional channels (Tim Atkin, Under the Influence).

According to IWSR, younger consumers are increasingly drawn to brands and experiences that feel relevant, authentic and connected to lifestyle and culture. As a result, interest in wine is extending beyond tasting notes and technical terminology, with consumers seeking richer and more engaging ways to explore the category.

This trend reflects a growing interest in provenance across the global wine industry. The International Organisation of Vine and Wine (OIV) highlights the increasing importance of terroir and geographical origin, with consumers placing greater value on where wines come from and what makes them distinctive.

The same shift is influencing wine tourism. South Africa Wine research indicates that only around 20% of winery visitors travel specifically for wine (The Wine Tourism Evolution). Most are motivated by a broader interest in food, culture, heritage and destination experiences.

For Steenberg Vineyards, this presents an opportunity to deepen consumers’ understanding of wine while maintaining the premium experience, heritage and craftsmanship that define the farm.

“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.”

“Platforms such as Instagram and TikTok have also opened new pathways into wine,” says Wiltshire. “They spark curiosity and often inspire people to continue that journey in person.”

The growing appetite for wine knowledge is also influencing what visitors expect from a tasting room experience. Increasingly, they are looking for opportunities to better understand the wines they enjoy and the factors that shape them (South Africa Wine).

At Steenberg, this curiosity is reflected in a range of tasting experiences led by its tasting room ambassadors. Hosted in a contemporary indoor-outdoor tasting space overlooking the farm, guests can choose from experiences that explore Sauvignon Blanc, cool-climate winemaking, the food-pairing versatility of the Canvas Collection wines and even the role glassware plays in shaping the sparkling wine experience.

Visual tools such as flavour wheels, terroir displays and soil samples help bring technical concepts to life. Originally developed by sensory scientist Dr Ann Noble at the University of California, Davis, the wine flavour wheel provides a shared vocabulary for aromas and flavours, helping guests identify and articulate what they are experiencing in the glass. Combined with discussions around vineyard location, maritime influence, harvest timing and winemaking decisions, these tools provide insight into what shapes each wine’s character.

For guests seeking a deeper level of engagement, private vineyard and cellar experiences offer an opportunity to explore the estate beyond the tasting room, connecting visitors directly with the landscapes, history and decisions that influence each vintage.

“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 growing interest in wine education also reflects a broader shift in how premium experiences are being valued. Increasingly, consumers are seeking authenticity, personal enrichment and meaningful connections alongside traditional markers of luxury. According to IWSR, this is particularly evident among younger consumers, who are drawn to brands and experiences that feel relevant, authentic and connected to lifestyle and culture.

For Steenberg, the objective is not simply to teach guests about wine, but to deepen their understanding of the farm, its heritage and the decisions that shape every 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.”

About Steenberg Vineyards:

Founded in 1682 and nestled in the Constantia Valley, just 30 minutes from Cape Town, Steenberg is South Africa’s first registered farm, renowned for its cool-climate Sauvignon Blanc, distinguished Cap Classique collection and elegant red Bordeaux-style blends. Under the direction of Cellarmaster Elunda Basson, a Sauvignon Blanc specialist and Chair of the Sauvignon Blanc Association of South Africa, Steenberg Vineyards continues to deliver age-worthy wines of depth, minerality, and refinement. Beyond its vineyards, Steenberg offers a complete hospitality experience, including a boutique hotel, spa, fine dining and a world-class tasting room.