On 27 November 2019, we celebrated a truly special birthday as our beloved Joburg Wine Club turned two.

As with the birthing of any creative project, we had no idea what we were letting ourselves in for on that fateful Monday evening launch party in Braamfontein.

Despite the heavy rain pouring down on the City of Gold and rush hour traffic, guest upon guest streamed through the doors and we ended up with a full house and hearts to match.

It was exciting to witness this overwhelmingly positive response to this brainchild we’d been coddling and nurturing back at Destinate’s Stellenbosch-based HQ: the creation of a new style wine club that speaks to the local market and invites previously overlooked wine-lovers into a space that allows for learning, curiosity and exploration.

“South Africa produces some of the world’s best wine. Our local market is often overlooked as our most important consumers and we want to change that,” says Mariette du Toit-Helmbold, Chief Destineer and founder of the Joburg Wine Club. “The Joburg Wine Club is for people who understand the importance of brand and want a premium product and experience. It epitomises everything that is cool about Joburg.”

Having worked in wine all her life – first on various wine farms while studying and later as the CEO of Stellenbosch Wine Route - Annareth Bolton, Strategic Business Destineer and Joburg Wine Club co-founder, always found that people were afraid of wine.

“Wine is just very intimidating and people are afraid of being ridiculed for their ignorance. So, what we’ve been trying to do with Joburg Wine Club is make wine fun and approachable. To take the fear out of it,” she says.
Since launching in 2017, Joburg Wine Club has hosted no less than 11 events at various venues throughout the city, each drawing more interest than the last.

These events have been characterised by keen participation from our premium wine partners and an ever-stylish contingent of guests who have all but become our tribe.

Describing her reaction to the very first Joburg Wine Club event she attended, actress and style icon Sthandiwe Msomi-Kgorogo said: “A meeting of creative minds and a beautiful tapestry of people from all walks of life, with a common love and appreciation for good wine and company. I honestly didn’t want to leave. I cannot wait for the next one, the Joburg Wine Club is stuck with me for life!”

Actor and producer, Thapelo Mokoena has also been a Joburg Wine Club regular since the beginning and shared this heartfelt birthday wish on Instagram: “Another milestone for the amazing Joburg Wine Club! Happy 2nd birthday to the JWC! Well done Mariette and Annareth on carrying the vision through. It’s hard to believe it’s been 2 years. Nicely Done.”

This past Sunday, Joburg Wine Club hosted its final party for the year at Home Suite Hotels in Rosebank. The Great Gatsby-themed Christmas event was a glamorous affair and a truly joyous end to a beautiful year.
“The most important thing about Joburg Wine Club is that it’s really all about you,” says Du Toit-Helmbold. “We are working on 2020 plans, which include three events so far: a Summer Garden Party, a Royal Red winter event and a Spring party.”

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