Sarah (29) didn’t begin her career with wine in mind. Her career path began in design when she enrolled in a BA in information design at the University of Pretoria and graduated cum laude, at the top of her class. It was here that she built a strong foundation in visual storytelling and brand communication, along with skills that would later find a natural home in the wine industry.

Today, she represents a new kind of voice in the industry, one that understands that great wine is only part of the story. How it’s shared, experienced and understood matters just as much as how it’s made. Through her work, she’s helping to draw more people into that story in a way that feels natural, engaging and real.

“I didn’t initially set out to pursue a career in the wine industry or even to study wine,” she says. Instead, her connection to wine developed over time through her work as a brand designer at Epic Lion. “I found myself working on more wine brands, and it quickly became my favourite industry to work in due to its combination of heritage, storytelling and sense of place,” she says.

As her professional exposure to wine grew, so did her personal interest. She began exploring wine more intentionally through travelling and started a wine club. Last year, she also completed WSET Levels 2 and 3 with distinction, deepening her understanding of wine and strengthening her voice within the industry.

As creative group head at Epic Lion, she leads the creative team on branding design projects for a range of high-profile clients. Her work has contributed to award-winning projects and major rebrands, including for Nederburg. “It was a proud moment when our team secured the Nederburg rebranding project and an incredibly rewarding opportunity to contribute to the evolution of a brand with such a rich heritage,” she says.

Over the past seven years, she has consistently led the evolution of South African wine brands such as Lanzerac, Leopard’s Leap and Boschendal, helping them to remain relevant to today’s wine consumers. She’s also contributed to emerging brands, bringing fresh thinking to the space.

Her work extends beyond individual producers. She’s been involved in broader wine-related platforms, including tourism initiatives such as Visit Stellenbosch and curated wine experiences such as Ellerman House’s Curate. Her role in all these projects has been to influence how wine is presented and how people connect with it. “My contribution sits at the intersection of design, wine knowledge and communication,” she says.

It’s a balance she’s built intentionally. Through her work at Epic Lion, she focuses on positioning and presenting wine brands, while her personal platform, @thatjoziwinegirl, allows her to engage directly with consumers in a more informal and relatable way. “Through my Instagram platform, I focus on making wine feel more approachable and engaging,” she says. This dual perspective is what sets her apart. She understands both the industry and the audience, and how to bring the two closer together.

Building a presence in the wine industry without a traditional background meant she had to clearly define her role. “It’s required me to articulate the value of contributing from a branding and communication perspective,” she says. These experiences have helped shape her direction to make wine more accessible and relevant. “What continues to motivate me is the opportunity to make wine feel more accessible and relatable to younger generations,” she says. “I’m seeing a clear change in the industry, with younger consumers engaging with wine differently. I believe communication plays a vital role in that transition.”

Her vision for the South African wine industry is grounded in connection. “The South African wine industry has a strong opportunity to continue evolving when it comes to connecting with younger generations of wine drinkers,” she says. “My role in this is to contribute to how these stories are told through branding, design and communication, while helping make wine feel less intimidating and more approachable.”

Rapid fire Q&A

  • Red, white or bubbles? Red.
  • One thing that always makes you laugh? Really bad dad jokes.
  • Who in the wine world inspires you the most? The farmers of the Swartland wine region.
  • Your hidden talent outside of wine? Event planning and creating memorable experiences.
  • One word that describes the SA wine industry? Passionate.

Social media

Instagram: @thatjoziwinegirl