Cape Wine Company
Cape Wine Company is a privately held South African direct-to-consumer beverage retailer, curating wines, spirits, de-alcoholised drinks, and craft beer from Paarl's Cape Winelands and selling them to South African consumers through its own e-commerce site and a physical Tasting Room.
- Company typePrivate
- Founded2009
- HeadquartersJohannesburg, South Africa
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Cape Wine Company does
Cape Wine Company (Pty) Ltd is a privately held South African direct-to-consumer beverage retailer founded in 2009 and headquartered at 133 Main Road, Paarl, in the Western Cape's Cape Winelands. The company curates and sells wines, de-alcoholised wines, spirits, non-alcoholic beverages, and craft beer through its own e-commerce website at capewinecompany.co.za and a physical Tasting Room on the same Paarl address, delivering to consumers across South Africa only. International orders are handled on a manual email-inquiry basis rather than through an automated cross-border storefront.
The product portfolio is organised across a stable of proprietary sub-brands. Wine-side offerings include Erasmus Family Wines (Reserve, Shiraz 2023, Grenache Noir), Nieuwe Haarlem Wines (Chenin Blanc 2025, Pinotage 2024), Arabica Wines (Flat White Chenin Blanc 2025, Espresso Pinotage 2023 with coffee-inspired profiles), Barandas Wines (Cabernet Sauvignon 2024 — Double Gold, Gilbert & Gaillard International Challenge 2025), and Juno Wines (Moscato 2026, Juno Gin). Adjacent categories span Sober Sip de-alcoholised Cabernet Sauvignon, EGA Rooibos non-alcoholic rooibos beverage, Beer Folk Lager craft lager (12 x 340ml packs), and Redemption Rum, the latter used as a loyalty reward rather than a primary SKU. The portfolio has accumulated industry recognition including the Barandas 2024 Double Gold and a 2026 National Wine Challenge Top 100 Double Platinum Case Special.
Commercially the model is purely direct-to-consumer: there are no disclosed B2B or wholesale channels. Wine and non-alcoholic SKUs require a minimum order of six units (mixed cases allowed) while spirits and craft beer carry no minimum; flat-rate delivery is R190 per order with free shipping above R1500. The Cape Wine Club loyalty programme provides a 15% discount on future purchases, reduces the free-shipping threshold to R1000, and rewards a Redemption Rum at R5000 cumulative spend after automatic enrolment on any single order over R1500. Distribution is supported by an e-commerce storefront, a physical Tasting Room for in-person tastings and sales, and marketing through Facebook, Instagram, and an email newsletter offering a 10% first-order incentive. The company operates with a stated 1–10 employees, no disclosed external funding, and no disclosed revenue.
Cape Wine Company firmographics
Firmographics- Name
- Cape Wine Company
- Legal name
- Cape Wine Company (Pty) Ltd
- Website
- https://capewinecompany.co.za
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cape Wine Company is a privately held South African direct-to-consumer beverage retailer, curating wines, spirits, de-alcoholised drinks, and craft beer from Paarl's Cape Winelands and selling them to South African consumers through its own e-commerce site and a physical Tasting Room.
- Ownership category
- akta.pro rank
Cape Wine Company industry classification
Industry- Product category
- Specialty Wine and Beverage Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (445320)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
- akta.pro secondary industries
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Shops (Off-Premise) (CRANAAAB), Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where Cape Wine Company is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Cape Wine Company business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales: Cape Wine Company generates revenue through direct online sales of wines (including de-alcoholised wines), spirits, non-alcoholic beverages (EGA Rooibos), and craft beer to consumers. Products are sold in bottles and cases via the e-commerce shop. The company also operates a Tasting Room for in-person sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Barandas Cabernet Sauvignon 2024 - R265/bottle |
| Unit Pricing | Pay-as-you-go | EGA Rooibos - R80/unit; Juno Gin - R315; Beer Folk Lager 12-pack - R480 |
| Subscription | Annual | Cape Wine Club membership - automatic upon spending R1500+ per order |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Cape Wine Company product offering
Product offeringCore offering
Cape Wine Company curates and retails South African wines, de-alcoholised wines, spirits, non-alcoholic beverages, and craft beer sourced from the Cape Winelands under multiple owned sub-brands (Erasmus Family Wines, Nieuwe Haarlem, Barandas, Arabica, Juno, Sober Sip, EGA Rooibos, Beer Folk) plus Redemption Rum. Products are sold direct-to-consumer via the capewinecompany.co.za e-commerce site with deliveries within South Africa and in-person at the company's Paarl Tasting Room. A Cape Wine Club loyalty programme provides a 15% discount, a lower free-shipping threshold, and a Redemption Rum reward after cumulative spend milestones.
Product overview
Cape Wine Company is a South African wine and beverage retailer based in Paarl, Cape Winelands. The company offers a curated portfolio of wines, de-alcoholised wines, spirits, non-alcoholic beverages, and craft beer sourced from various South African producers. The product portfolio includes multiple sub-brands: Erasmus Family Wines (reserve and varietal wines), Nieuwe Haarlem Wines (Chenin Blanc and Pinotage), Barandas Wines ( Cabernet Sauvignon), Arabica Wines (coffee-infused varietals), Juno Wines (Moscato and gin), Sober Sip (de-alcoholised wines), EGA Rooibos (non-alcoholic), and Beer Folk Lager (craft beer). The company operates an e-commerce platform with a membership loyalty program (Cape Wine Club), physical tasting room, and delivers throughout South Africa with a minimum order of 6 units for wine/non-alcoholic products.
Differentiator
Problem solved
Functional benefit
Brands
- Sober Sip: De-alcoholised wine brand offering low-alcohol options such as Sober Sip Cabernet Sauvignon.
- Beer Folk Lager
- EGA Rooibos
- Erasmus Family Wines
- Nieuwe Haarlem Wines
- Arabica Wines
- Barandas Wines
- Juno Wines
Products and services
- Erasmus Family Wines Reserve Premium reserve wines from the Erasmus Family Wines sub-brand, featuring limited-edition vintages crafted with traditional winemaking techniques; sold to adult wine consumers in South Africa via the Cape Wine Company e-commerce shop.
- Erasmus Family Wines Shiraz 2023 Full-bodied red Shiraz from the 2023 vintage, showcasing dark fruit and spice characteristics; sold to adult wine consumers in South Africa.
- Erasmus Family Wines Grenache Noir Red wine crafted from Grenache Noir grapes with bright fruit notes and elegant structure; sold to adult wine consumers in South Africa under the Erasmus Family Wines sub-brand.
- Barandas Cabernet Sauvignon 2024 Medium-bodied Cabernet Sauvignon 2024 with red cherry, cassis, and graphite aromatics; awarded Double Gold at Gilbert & Gaillard International Challenge 2025; sold to adult wine consumers in South Africa at R265 per bottle.
- Nieuwe Haarlem Chenin Blanc 2025 White wine from the 2025 Chenin Blanc vintage under the Nieuwe Haarlem sub-brand; sold to adult wine consumers in South Africa.
- Nieuwe Haarlem Pinotage 2024 Red wine from the 2024 vintage of South Africa's signature Pinotage grape, under the Nieuwe Haarlem sub-brand; sold to adult wine consumers in South Africa.
- Arabica Espresso Pinotage 2023 Innovative red wine combining Pinotage grapes with espresso-inspired winemaking techniques, under the Arabica Wines sub-brand; sold to adult wine consumers in South Africa.
- Arabica Flat White Chenin Blanc 2025 Easy-drinking white wine inspired by flat white coffee, offering a smooth approachable profile; sold to adult wine consumers in South Africa at R95 per bottle under the Arabica Wines sub-brand.
- Juno Moscato 2026 Sweet, lightly sparkling wine suited to summer occasions and curry pairings; sold to adult wine consumers in South Africa at R95 per bottle under the Juno Wines sub-brand.
- Sober Sip Cabernet Sauvignon De-alcoholised wine offering a sophisticated option for mindful drinking with full wine flavors; sold to adult consumers in South Africa under the Sober Sip sub-brand.
- Juno Gin Premium gin from the Juno range featuring carefully selected botanicals; sold to adult consumers in South Africa at R315 per bottle.
- Redemption Rum Distilled rum offered as part of the Cape Wine Company spirits range, also used as a loyalty reward for Cape Wine Club members who reach R5000 lifetime spend.
- EGA Rooibos Non-alcoholic rooibos-based beverage celebrating South Africa's indigenous tea heritage; sold to consumers in South Africa at R80 per unit under the EGA Rooibos sub-brand.
- Beer Folk Lager 12-Pack Craft lager available in cases of 12 bottles (340ml each), representing a curated local craft beer selection; sold to adult consumers in South Africa at R480 per 12-pack under the Beer Folk Lager sub-brand.
- Cape Wine Club Membership
- Paarl Tasting Room
Companies that use Cape Wine Company
Customer profileSegments2 records
Ideal customer profiles3 records
Cape Wine Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cape Wine Company partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Cape Wine Company competitors and assessment
Company assessmentDirect peers
- Naked Wines: Global DTC wine retailer that sells curated wines from independent producers directly to consumers. Closely comparable direct-to-consumer, curated-producer model with online-first distribution.
- Laithwaites: UK-founded DTC wine club and online wine merchant that curates wines and delivers direct to consumers, often via subscription or repeat-order mechanics. Highly comparable business model to Cape Wine Company's curated-portfolio DTC approach.
- Bright Cellars: DTC wine club that delivers curated wines to subscribers on a recurring cadence. Comparable to Cape Wine Company on club-based retention, low-order-friction entry, and curated discovery.
- Winc: DTC wine subscription and online retailer that curates wines from producers and delivers direct to consumers. Strong comparable on subscription / repeat ordering model and e-commerce-driven distribution.
- Norman Goodfellows: Long-standing South African wine, spirits, and specialty beverage retailer with both physical stores and an online shop. Directly comparable on product mix (wine plus adjacent categories), omnichannel model, and curated premium positioning.
- Wine Concepts: Cape Town-based wine retailer with multiple physical locations and an online store, focused on premium South African wines and accessories. Directly comparable curated SA wine retail experience.
Broad incumbents
- Tops at Spar: South Africa's largest dedicated liquor retail chain with nationwide physical stores and online sales across beer, wine, and spirits. Comparable category coverage but at vastly greater scale and mainstream positioning.
- Ultra Liquors: Major South African liquor retailer with broad multi-category assortment and online ordering. Comparable on multi-category (wine, spirits, beer) coverage but with mass-market positioning rather than curated specialty.
Emerging players
- Athletic Brewing Company: US-based craft brewer specializing in non-alcoholic beer. Closest peer for the Beer Folk Lager craft beer offering and broader positioning in the mindful-drinking beverage category.
- Surely (non-alcoholic wine): DTC non-alcoholic wine brand selling de-alcoholised and zero-proof wines online. Most direct peer for the Sober Sip de-alcoholised wine sub-brand riding the same mindful-drinking tailwind.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key highlights6 records
Customer concentration
Cape Wine Company social profiles
Digital presenceCape Wine Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cape Wine Company leadership team
Management profileNumber of profiles
Profiles1 record
Cape Wine Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cape Wine Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cape Wine Company
What does Cape Wine Company do?
Cape Wine Company curates and retails South African wines, de-alcoholised wines, spirits, non-alcoholic beverages, and craft beer sourced from the Cape Winelands under multiple owned sub-brands (Erasmus Family Wines, Nieuwe Haarlem, Barandas, Arabica, Juno, Sober Sip, EGA Rooibos, Beer Folk) plus Redemption Rum. Products are sold direct-to-consumer via the capewinecompany.co.za e-commerce site with deliveries within South Africa and in-person at the company's Paarl Tasting Room. A Cape Wine Club loyalty programme provides a 15% discount, a lower free-shipping threshold, and a Redemption Rum reward after cumulative spend milestones.
Is Cape Wine Company a public or private company?
Cape Wine Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cape Wine Company founded?
Cape Wine Company was founded in 2009. It employs 1 to 10 people.
Where is Cape Wine Company based?
Cape Wine Company is headquartered in Johannesburg, South Africa, in the Africa region.
How does Cape Wine Company make money?
One revenue line is on record: direct Product Sales.
Who are Cape Wine Company's main competitors?
Direct peers on record are Naked Wines, Laithwaites, Bright Cellars, Winc, Norman Goodfellows and Wine Concepts. Broad incumbents are Tops at Spar and Ultra Liquors. Emerging players are Athletic Brewing Company and Surely (non-alcoholic wine).
Does Cape Wine Company have an API?
No public API is recorded for Cape Wine Company.
What industry is Cape Wine Company in?
Cape Wine Company's product category is Specialty Wine and Beverage Retail. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 44532.