The most memorable outings are often the ones that are never rushed. A wine tasting that turns into lunch. An afternoon that stretches into early evening. A long-overdue catch-up with friends around the table.
Increasingly, consumers are seeking experiences that combine food, wine and connection into a single occasion rather than treating them as separate activities.
This shift reflects broader consumer trends. The global wine tourism market was valued at US$46.5 billion in 2023 and is projected to more than double to US$106.7 billion by 2030, driven by growing consumer demand for immersive wine, food and destination experiences (Grand View Research).
At Steenberg Farm in Constantia, guests can move seamlessly between the tasting room and Bistro Sixteen82 as part of a single experience, combining guided wine discovery with seasonal dining, leisurely lunches, evening Tapas and the relaxed pace increasingly sought by modern consumers.
“People are looking for experiences that feel personal and memorable,” says Carryn Wiltshire, Marketing Manager at Steenberg Vineyards. “They want to discover something new, spend quality time together and feel connected to the place they are visiting. A wine tasting often becomes the starting point for a much broader experience.”
This changing behaviour is reshaping the role of tasting rooms and restaurants. Rather than operating independently, they are increasingly complementing one another, creating opportunities for guests to linger longer, explore more deeply and enjoy a fuller sense of place.
Set against the backdrop of the Constantia Valley, the Steenberg tasting room offers a range of guided experiences. Guests can explore the farm’s Sauvignon Blanc portfolio, discover the influence of Constantia’s cool-climate terroir, or enjoy immersive vineyard, cellar and icon tastings that reveal the stories, craftsmanship and character behind the wines.
Among the most popular experiences is the recently introduced Canvas Collection tasting, which pairs three wines from the collection with carefully selected flavour accompaniments designed to bring the character of each wine to life.
According to Wiltshire, consumers are increasingly drawn to experiences that offer context, discovery and authenticity.
“Wine has always been about storytelling,” she says. “When people understand where a wine comes from, the people behind it, and the influences that shape it, it creates a much deeper connection to what is in the glass.”
For many guests, the experience continues beyond the tasting room, with Bistro Sixteen82 providing a natural setting to extend the occasion over lunch or dinner.
“The most rewarding experiences are often the ones where people can settle in and enjoy the journey,” says Kerry Kilpin, Executive Chef at Steenberg Farm. “A tasting sparks conversation, the food introduces new flavours, and before long a planned hour becomes an afternoon or evening shared around the table. Those are the moments people remember.”
At Bistro Sixteen82, the seasonal Canvas Collection sharing menu extends the tasting experience into the dining space. Designed to be enjoyed together, the menu pairs Steenberg’s recently launched Canvas Collection wines with a selection of dishes that highlight and enhance their character.
Guests can discover Blanc 2024 alongside creamy cauliflower soup with preserved lemon and goat’s cheese mousse, while Semillon 2024 is complemented by pickled fish tacos, baked brie and poached quince. Nebbiolo 2021 finds a natural partner in mushroom and beef carpaccio and slow-cooked venison served with creamy polenta and truffle-infused jus.
The result is an experience where food and wine work together to reveal new flavours, textures and layers of complexity.
Beyond tastings and dining, Steenberg has also introduced a more relaxed way for guests to gather. The Tasting Room lounge also hosts private wine-and-canapé experiences for groups, creating an informal setting for celebrations, special occasions and evenings spent with friends.
“Food and wine have always been about bringing people together,” says Kilpin. “Whether it is a guided tasting, a shared menu or a more relaxed gathering in the lounge, people are increasingly looking for experiences that encourage conversation, connection and a sense of occasion.”
As consumers increasingly prioritise experiences over transactions, wine tasting and dining are becoming part of the same occasion, bringing together discovery, connection and a shared sense of place.
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