The trade exhibition will be held at the Cape Town International Convention Centre, September 15 to 17.

The campaign, called #CapeWineConnect features short video interviews with South Africa’s leading winemakers, viticulturalists and other wine personalities.

WOSA says the videos are designed to inform visitors to the show about South African wine, in a light-hearted manner that reflects the welcoming nature of the industry. They include topics such as winemakers’ lightbulb moments, social upliftment, farming methods, views on wines and the occasional winemakers’ dog.

Producers are being encouraged to ramp up their social media presence in the month before the event and use the #CapeWineConnect hashtag to raise awareness of the campaign and the show, highlighting their own stories and successes.