Local wine distributor Vinimark recently introduced an innovative concept that aims to simplify the consumer journey by presenting a curated selection of premium wines in an accessible, adventurous format. Their Wine Smart Mixed Cases combine multiple brands in a convenient box, tastefully packaged and unified by a shared story. The range includes seven themed boxes sold through leading retailers. Each case contains a guided tasting journey of six wines from the same region, varietal, or style.
“The South African wine market offers both widely available everyday wines and premium specialist selections, but there’s still a clear opportunity for curated offerings that sit in that sweet spot between accessibility and storytelling,” says Aileen Prins, head of trade marketing at Vinimark. “Wine Smart Mixed Cases aim to fill that space by offering thoughtfully assembled boxes that make wine exploration exciting without being intimidating. They’re perfect for consumers who want more than just a random six-pack, but aren’t ready to deep-dive into the cellar either. It’s wine curation with intention and education at its core.”
A fresh take on wine
Unlike standard mixed cases that are price-led or promotionally driven, Wine Smart is theme-led and story-driven. Each case is curated around a central narrative – a region, grape variety, winemaking philosophy, or even a seasonal theme. “What’s fresh, is that we pair every case with a tasting and recipe booklet, regional context and storytelling that invites the drinker to slow down and savour the experience,” Aileen says. “It’s a multisensory, lifestyle-oriented take on wine.”
Vinimark drew from a portfolio of trusted brands, but also wanted to highlight hidden gems that consumers might not otherwise encounter. “We’ve balanced recognisable, trusted producers with lesser-known names that deserve the spotlight. The goal is to build consumer confidence through familiarity, while also inviting customers to discover new favourites. Our curation is guided by quality, story and alignment with the box theme, not just popularity. Each wine has a reason for being there.”
The selections will appeal to consumers at different places in their wine journey and with various needs. The boxes are approachable enough for curious newcomers, deep enough for confident enthusiasts, and stylishly packaged for easy gifting. “Each box serves as an easy entry point for newcomers but also delivers depth for those who want to explore further. They’re as much about occasion as they are about education.”
An extended journey
Another advantage of the story-led format is that it encourages learning without seeming pedantic. Vinimark has embedded learning elements in every touchpoint – from tasting notes to food pairings, the experience encourages wine literacy with every interaction, providing a safe space to learn for newcomers, while remaining thoughtful and refreshing for more confident drinkers.
Every box is a stepping stone to deeper understanding and a chapter in a broader narrative. “Whether it’s The Stellenbosch Story, the Pinotage 100-year Celebration, or Cultivar Specific Focus, we build a clear narrative arc, supported by the wines, the booklet and our online platform,” Aileen says. “We want people to taste the story, not just the wine.”
With the internal diversity of South Africa’s wine industry there’s an endless list of possible combinations. “The modular nature of the project allows for thematic limited releases, from Cap Classique-only editions to regional deep dives, or women-in-wine features. As the community grows, so too will the formats and flavours we explore.”
Vinimark’s objective with the Wine Smart Mixed Case project is to demystify wine, elevate South African producers and deepen consumer engagement with their brands. “The goal is to build loyalty through experience, not just discounts.”
“If we can encourage someone to try a cultivar they’d never usually buy, to talk about a region they’ve never visited or to pair wine with food more intentionally, then we’re achieving what we set out to do. It’s about bringing wonder back to wine, one box at a time.
