As head of wine education at Vinimark and a Cape Wine Master, Ginette de Fleuriot plays a vital role in helping both the trade and everyday consumers connect more deeply with South African wine. She believes storytelling is the missing link when it comes to how we talk about wine. “Wine isn’t just a beverage,” she says. “It carries a certain magic. Behind every bottle is a journey, a place and a purpose, and it’s that story that deepens the experience and brings the wine to life.”

She recently hosted a Wines with Stories masterclass for Vinimark, which brought this belief to life. It wasn’t just another technical tasting or trade presentation. It was a showcase of character, history and meaning, told through the brands and people behind the wines. “The goal of the masterclass was to share some of our brand partners’ most captivating stories that reflect our rich wine heritage, the unique personalities behind the wines and the fascinating details that make these wines stand out,” she says.

Labels to legacy

We live in a world of noise where we’re bombarded with shiny labels, award stickers and social media reels. So how does a wine stand out today? “A well-told story transforms a bottle of wine into something more than just a drink,” Ginette says. “It becomes a memory, a place, a person or a passion captured in a glass. It adds emotional weight, builds trust. The consumer gets included in the world of wine and why it exists.”

A story is the bridge between a product and person, she says. It turns wine from a commodity into a conversation.

Story as entry point

Stories are the key to education, Ginette says. Wine can feel intimidating, full of rules and technical language. But when you hear about a winemaker who walked 50 km to find his true love or a farm that honours its ancestors with every vintage, something shifts. The technical becomes personal.

“For newcomers, stories provide an inviting entry point,” Ginette says. “They’re drawn in by tales of families, landscapes, challenges and triumphs. For seasoned enthusiasts, these stories add depth and context, enriching their appreciation.” She believes storytelling brings humanity back to wine, making it more accessible, enjoyable and memorable.

Are South African wineries doing enough to share their stories? “We’ve come a long way from the days of bland back-label copy such as ‘Goes well with chicken and fish,’” Ginette says. “Winemakers are stepping out of the cellar and connecting with consumers directly, telling their stories with passion and authenticity.”

She believes more brands are embracing their roots, their land and their people. The result is a more meaningful and stronger emotional connection to a brand. But there’s still work to be done, especially for producers who don’t think they have a story to tell.

“Don’t underestimate the power of authenticity,” Ginette says. “You don’t need a long history or awards to tell a meaningful story. Passion, purpose and honesty resonate deeply.”

Translating technical jargon

Ginette’s strength lies in making wine feel less complex and more human. “When you’re passionate about wine and understand the technical side it becomes easier to translate complexity into something accessible and engaging,” she says. “And that’s what the wine world needs more of – people who can make wine less intimidating.”

This ability to connect both worlds, science and soul, makes her a natural educator and communicator. It’s not about dumbing down. It’s about opening up.

Step forward

Ginette believes storytelling has a big role to play in how South African wine shows up on the global stage. “It’s time for South Africa to speak with confidence – no apologies, but no arrogance either,” she says. “We have over 370 years of winemaking heritage and over the past few decades our quality, innovation and creativity have reached new heights. The world is taking notice and we need to fill the space.”

She wants the industry to embrace its narrative, boldly and clearly. Because at the heart of every bottle lies something bigger than alcohol and acidity. There’s a story waiting to be told.

“Narrative is a connection,” she says. “It’s colourful and meaningful, and brings an emotional response to the table. So next time you open a bottle, pause for a moment. Think about where it came from. Who made it. And why. Because wine is not only a flavour, it’s also a feeling. And every feeling starts with a story.”

To explore more articles in our September issue, Home is where the wine is, purchase our digital or print magazine here.