The Sunday edition of the Pick n Pay Wine and Food Fest was a relaxed affair
By Simon Manda
Johannesburg, 6 October 2025: Sunday afternoon at the Wanderers Club in Illovo had a distinctly different energy from what I’d been told about Saturday’s bustling affair. Where the previous day apparently teemed with eager wine enthusiasts jostling for tastings, the second day of the Pick n Pay Wine & Food Festival offered something far more valuable in our hectic modern lives: space to breathe, time to savour, and room to truly appreciate the finer things.
As I strolled through the immaculately manicured lawns of the venue, the laid-back atmosphere was immediately apparent. This was not a festival where you felt compelled to rush from marquee to marquee; rather, it was an invitation to settle in, glass in hand, and let the afternoon unfold at its own leisurely pace.
A Record-Breaking Showcase
This year’s festival marked a significant milestone for Pick n Pay, with a record 71 producers participating—the highest number in the event’s history. Walking through the various tasting stations, I was struck by the sheer diversity on offer. From established estates showcasing their award-winning vintages to boutique wineries introducing innovative blends, the breadth of South Africa’s wine industry was on full display.
The token system (each guest received 20 tasting vouchers with their R300 general access ticket) cleverly ensured everyone could explore without overindulgence. Wines were priced between one and four tokens depending on their retail value, which meant one could sample both accessible everyday wines and premium reserves without breaking the bank.
Beyond Wine: An Experiential Revolution
What particularly caught my attention was the Pick n Pay Liquor Mixology Theatre, presented by Diageo. This was not merely a drinks demonstration; it was a proper masterclass. Limited to 40 guests per 30-minute session, the intimate setting allowed for genuine interaction with expert mixologists who shared the secrets behind crafting exceptional cocktails.
The Pick n Pay Tasting Room, presented by Robertson’s Spices, offered another elevated experience. Guided by celebrity chefs and featured winemakers, these R130 sessions demonstrated the art of pairing wines with beautifully prepared canapés. The attention to detail was remarkable, and it was precisely this kind of curated experience that transforms a pleasant afternoon into something memorable.
The VIP Touch
I was fortunate enough to spend time in the VIP Hospitality Marquee, and the host had truly outdone themselves. The dedicated shaded seating area offered respite from the warm October sun, whilst complimentary food and beverage service throughout the afternoon meant you could focus entirely on enjoying the festival atmosphere. It was an indulgence, certainly, but for those seeking a more refined experience, it’s worth every penny of the ticket price.
Entertainment and Lifestyle Elements
The main stage provided the perfect soundtrack to the afternoon, with various local artists taking turns throughout the day. Sunday’s headliner, Majozi, delivered an engaging set that complemented rather than dominated the atmosphere. The music created just the right ambience—present enough to enhance the experience but never so overwhelming that conversation became difficult.
Beyond wine, the festival showcased an impressive array of lifestyle brands. Six beauty brands had activations scattered throughout the venue, whilst Chateaux Gateau tempted visitors with decadent cakes. The Bomb Squad Beer & Boerie stand was particularly popular, especially given the opportunity to meet members of the Springbok squad. Pick’n Pay’s Smart Shopper programme also ran competitions throughout the day, adding an element of excitement to the proceedings.
The Fresh Food Revolution
The Pick n Pay Fresh Food Market deserves special mention. The array of dishes—from perfectly battered fish and chips to fresh sushi, cheese and charcuterie boards to crisp salads—demonstrated the retailer’s commitment to quality ingredients and culinary excellence. Pick n Pay’s Burger & Pizza Trucks also made an appearance, serving their popular burgers and pizzas throughout the day.
This culinary focus aligns perfectly with Pick n Pay’s broader brand repositioning. As Katherine Madley, Chief Marketing Officer at Pick’n Pay, has emphasised, the company is reclaiming its heritage as ‘the fresh food people’—a title that resonates deeply with South African shoppers. The festival serves as a tangible expression of this commitment, pairing quality wines with exceptional food in an accessible, welcoming environment.
The integration of Pick n Pay ASAP!, their delivery service boasting an impressive 35,000 SKUs, further demonstrates the brand’s omnichannel approach. Festival-goers could arrange same-day delivery of their favourite discoveries, seamlessly connecting the event experience with everyday convenience.
A Festival with Purpose
What strikes me most about the Pick n Pay Wine & Food Festival is its accessibility. At R300 for general access (including that tasting glass and 20 vouchers), it offers exceptional value. The festival has expanded across three major cities—Cape Town, Durban, and Johannesburg—making it genuinely accessible to wine enthusiasts nationwide.
The inclusion of designated driver tickets demonstrates thoughtful planning, whilst the various add-ons (picnic bags at R325, tasting room sessions, and mixology theatre) allow visitors to curate their own experience based on budget and interests.
Why 2026 Is Essential
If you missed this year’s festival, make a note in your diary for 2026. The combination of world-class wines, exceptional food, engaging entertainment, and that indefinable festival atmosphere creates something truly special. Whether you’re a serious oenophile or simply enjoy a good glass of wine on a Sunday afternoon, this event caters to all levels of interest and expertise.
My advice? Opt for Sunday if you prefer a more relaxed experience. Arrive early enough to explore thoroughly, but don’t feel compelled to rush. This is a festival that rewards a leisurely approach, where the pleasure lies as much in the atmosphere and company as in the wine itself.
The Pick n Pay Wine & Food Festival has matured into South Africa’s premier wine and lifestyle event, and after experiencing Sunday’s relaxed sophistication firsthand, I understand exactly why. It’s not merely about wine tasting—it’s about celebrating the finer things in life, South African style.
