A milestone year in its history, the 2015 shows kick-off in Johannesburg in May, before rolling-out in Durban, Nelspruit and Port Elizabeth with TOPS at SPAR Bierfest’s Andrew Douglas and Brett Archibald as the show’s new partners. The pair - respected event producers with over 20 years’ industry experience between them - has acquired a major stake in the business as well as brought on board its title sponsor.

John Woodward, The Wine Show’s originator says, “This heralds a new chapter for The Wine Show. By benefitting from Andrew’s and Brett’s big-event experience, not only will the show be elevated with respect to layout, décor and entertainment, it will also be marketed at the wine-loving community and consumer crowds on a mass scale not yet seen by local wine events before.”

For instance, while previous years have seen the show partner with The Star, Highveld Radio, Algoa FM and DStv, among others, in 2015, it pumps a 300% increase into radio and 700% increase into outdoor/ billboard spend. “They are arguably the top performers with respect to delivering quality and quantity footfall so we’re investing heavily in these two channels,” says Woodward.

This boost puts the show in good stead against the background of an increasingly competitive experiential and interactive festival and event market.

“Consumers are spoilt for choice when it comes to things to do so we’ve added a host of new entertainment attractions to the original line-up of edutainment which includes the ever-popular Wine Extra Theatre. A sneak-peak includes a pop-up Bubbly Bar, performance artists, modern violinist, variety of contemporary food options, as well as an overall décor and design revamp.”

Besides the entertainment, visitors can also buy and try wines and courier them home same-day using the handy Sip ‘n Ship service. “We’ve pioneered this concept for over 10 years and in the process generated wine sales direct from the floor of over R24-million.”

Responsible consumption is also front and centre in 2015. While it’s always been a cornerstone to the event’s offering – it has an annual collaboration with GoodFellas – this has been supplemented with TOPS at SPAR’s initiative, DRYVER, an app that allows one to connect with one’s friends when out on the town to get home safely, as well as the #DrinkSmart campaign presented by Redline Breathalysers.

“There’s an undisputed synergy between mine and Brett’s consumer event experience and The TOPS at SPAR Wine Show’s 10 year clout and popularity. Through this collaboration, we’re taking this well-established event to the next level, making some of our country’s finest wines more accessible to the general public while celebrating the rich cultural heritage, time honoured tradition and nostalgia of the humble grape,” says Douglas.

Of the partnership, TOPS at SPAR Group liquor manager, Mark Robinson, says he is thrilled at being involved. “The Wine Show is the perfect vehicle for TOPS at SPAR to grow and promote our wine portfolio. It’s fresh, it’s fun and pays homage to our philosophy that life, friends and family should be celebrated.”

The Johannesburg leg of the event takes place from Thursday, 7 to Saturday, 9 May at the Sandton Convention Centre. The Wine Show takes placed in Durban at SUNCOAST from Thursday, 4 to Saturday, 6 June. From Thursday, 2 to Saturday, 4 July, it will visit Emnotweni in Nelspruit before ending off at the Boardwalk in Port Elizabeth between Thursday, 30 July and Saturday, 1 August.

To book a stand at the 2015 TOPS at SPAR Wine Show, interested exhibitors can phone Vanessa Adendorff on +27 83 326-6484 or visit www.wineshow.co.za. Alternatively, join the conversation on Facebook and follow on Twitter.

Tickets are available in advance through iTickets or at the door and include a tenth year crystal tasting glass, all tastings, access to the Wine Extra Theatre and a map to help navigate the show.