Stellenbosch Wine Routes encourages responsible wine drinking with #SoberStellies

by | Dec 11, 2019 | News

Stellenbosch Wine Routes is leading by example this holiday season. With thousands of tourists and holiday goers flocking to the Cape Winelands to soak up the many attractions of one of the world’s most celebrated wine regions, enjoying a glass of wine is a given. This year, Stellenbosch Wine Routes’ inspiring #SoberStellies campaign, kicking off on 13 December, is setting the tone for responsible drinking behaviour.


Over the years, Stellenbosch – affectionately known to many as Stellies – has gained worldwide recognition for its hospitality, historic Cape Dutch architecture, streets lined with oak trees, celebrated wine estates and of course, impeccable vinous offerings. And with festive celebrations and relaxed moods at the heart of the holiday season, the responsible consumption of wine should be too.

Some 20 top wine estates, part of the coveted Stellenbosch wine region, have partnered with Stellenbosch Wine Routes to reward designated drivers for their commitment to safe wine enjoyment. As that friend or family member pledging no alcohol and thus ensuring a safe journey to and from the winelands, you will be spoiled with a complementary non-alcoholic refreshment.

Best of all, designated drivers stand a chance to win various spot-prizes ranging from bespoke wine tastings, wine blending experiences, cellar tours, picnic vouchers, pizza and wine pairings, nougat and bubbly pairings, Stellenbosch Wine Routes hampers compromising of the valley’s award-winning offerings and branded merchandise, and of course, wine to enjoy with family or friends when safely home.

“During December and January, the winelands are visited by many upcountry and international tourists. It is therefore the perfect time to illustrate our responsible approach to wine enjoyment. #SoberStellies is all about showing support and appreciation for sober drivers who enable their friends to have a good time, while being safe. Our message is not anti-wine, but rather about inspiring friends and family members to take turns being the sober driver so that everyone can have an equally good time,” says Elmarie Rabe, manager of Stellenbosch Wine Routes.

“Stellenbosch Wine Routes currently provides a co-ordinated network of more than 100 wineries, each offering a unique cellar door experience for the wine lover and tourist. It is not only our responsibility, but our duty, to ensure safe and sober roads for all our visitors.”

Designated drivers, this is how it works:

  1. Check and ensure you are at a partnering #SoberStellies wine estate: all participating wineries will display the #SoberStellies badge on their social media platforms. Identify yourself as a DESIGNATED DRIVER at the tasting room.
  2. The designated driver will receive a custom #SoberStellies badge and a free non-alcoholic drink or snack.
  3. To qualify for one of the exciting spot-prizes, make sure to take a photo of yourself wearing the #SoberStellies badge and post it on Instagram, Twitter or Facebook. Don’t forget to tag Stellenbosch Wine Routes (@StellenboschWine) and include the hashtag #SoberStellies.
  4. Follow Stellenbosch Wine Routes on FacebookTwitter and Instagram for #SoberStellies news, updates and winners.

Wine Star Awards 2019

Stellenbosch has recently been nominated by revered multi-channel wine marketer in New York, Wine Enthusiast Magazine, as global Wine Region of the Year. The winners of this year’s Wine Star Awards will be published in Wine Enthusiast Magazine’s 31 December 2019 Best of Year issue. We’re holding thumbs!

Visit Stellenbosch Wine Routes’ website for more information about the region’s various attractions, accommodation options, tasting rooms and restaurants.

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