Let’s rewind to the roots of our modern-day party culture—yes, the kind that involves LED-lit bottles and champagne showers. Somewhere between curated Instagram reels, amapiano beats, and club nights that blur into morning, alcohol has morphed from a social lubricant into a symbol of status.
But when did that shift happen? And more importantly, what does it mean for our relationship with wine?
A Sip of History
Believe it or not, this isn’t a 21st-century phenomenon. Back in the 1920s during the Prohibition era, alcohol was illegal, and rare. Getting your hands on a bottle wasn’t just a rebellious act, it was a privilege. The wealthy were the ones who could afford to drink, often doing so in lavish, secretive speakeasies. Sound familiar? Economic instability, societal tension, and the need to escape, it was the original Jazz Age.
Fast-forward a century and here we are, possibly living through a new version of that era. South Africa’s own “groove culture” is in full swing, complete with velvet ropes, bottle girls, and DJs who seem to have residency in every city. In this space, premium alcohol has become a new currency, your bottle says more about you than your words ever could.
The Club Culture Conundrum
Now, let’s be clear: there’s nothing wrong with going out and having a good time. But what happens when social scenes start to feel like exclusive clubs where entry is determined by what you drink, or more specifically, how much you spend?
The growing pressure on young South Africans to keep up with expensive tastes isn’t just a social concern, it’s a cultural one. We risk creating an elitist environment where our value is measured not by connection or community, but by our bar tab.
Where Does Wine Fit In?
Historically, wine has always been tied to wealth and taste. In Europe, it’s a mainstay of upscale dinner parties and artful cellars. But in many Black communities, wine is still finding its place. Sometimes associated with religious rituals or seen as intimidating due to lack of exposure, wine hasn’t always had the same glossy branding as spirits like Hennessy or Azul.
So, how do we change that? Simple: we shift the focus. We stop chasing the price tag and start embracing the beauty of the bottle itself. Wine is an art form—a living snapshot of nature, history, and human craft. And unlike most premium spirits, it holds a story in every sip.
Is It Ethical to Buy Expensive Wine?
Let’s address the grape in the room. Some say pricey wine is just a marketing gimmick. After all, isn’t it made from the same basic ingredients as a R50 bottle?
Well, yes… and no.
Wine isn’t just about what’s in the bottle, it’s about where it came from. Climate, rainfall, terroir (that magical French word for “sense of place”), and how the grapes were grown all influence the final product. That’s why a vintage from 2022 can taste completely different from the same vineyard’s 2023 harvest.
But do you need to spend a fortune to appreciate good wine? Absolutely not. Wine should always be about enjoyment, curiosity, and connection—not showing off.
That said, if you’re ready to explore wines that have long-term value and collector’s appeal, here are a few standout picks from the Platter’s South African Wine Guide 2025:
- Botanica Big Flower 2022
- David Finlayson Camino Africana 2022
- Hermanuspietersfontein Swartskaap 2020
- Hogan Mirror For The Sun 2023
- Holden Manz Reserve 2021
- KWV The Mentors 2021
- Leeu Passant CWG Auction Franschhoek Hillside 2022
- Oldenburg 2022
- Raats Eden 2022
- Raats Vlag 2022
- Rainbow’s End Limited Release 2022
- Ridgeback 2021
- Warwick 2021
- Zorgvliet 2022
These bottles aren’t just about taste, they’re about time, storytelling, and yes, even potential investment.
Bottom Line?
Whether you’re sipping on something rare or enjoying a casual glass from the local bottle store, wine should be about experience, not ego. Let’s make space for everyone at the table, and let’s raise our glasses to stories over status.
Cheers to wine that speaks, no shouting required.
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