Cape Wine Company

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.

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

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

• Curated wine retail
• Cape winelands wines
• De-alcoholised wine
• Craft beverage online shop
• Wine club loyalty

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core 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

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct 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

• Facebookfacebook.com/CapeWineCompany
• Instagraminstagram.com/cape.wine.company
• Xx.com/CapeWineCompany
• LinkedInlinkedin.com/company/cape-wine-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cape Wine Company