- Wine Farmers – The Cape's 4 700 wine farmers are all subscribed and form the largest single segment of readers.
- Wine marketers read the magazine to keep pace with production and consumption patterns in South Africa and abroad.
- Decision makers in the industry – These include the boards and management of the major producer-wholesalers like KWV, SFW, Distillers Corporation, Gilbeys and Douglas Green Bellingham, as well as the owners of the country's more than 90 registered wine estates, more than 140 private cellars, as well as some 70 co-operative wine cellars which produce 85% of the country's wine.
- Researchers and students – WINELAND serves as reference for researchers and others involved in the wine technical field, as well as students at the Department of Viticulture and Oenology at the University of Stellenbosch and other educational institutions.
- Parliamentarians and envoys – The magazine is also mailed to Parliamentarians in the country and all South African embassies abroad.
- The editorial content is a balanced mix to satisfy the needs of farmers, cellar masters, students of wine and serious wine consumers. Articles and news items of general interest appear in the front half of the magazine, followed by those of a more scientific or technical nature, and items on leading suppliers to the industry.
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