The Proudly South African Local Wine Expo will return to Prison Break Market in Glenferness, Johannesburg, from Friday, 24 July to Sunday, 26 July 2026, bringing approximately 30 local wine brands together for three days of tastings, food and industry engagement. The event is open to adults aged 18 and older, with free admission subject to registration.
For Gauteng residents, the expo offers an opportunity to discover South African wine producers in one venue while giving participating winemakers direct access to consumers, buyers and industry professionals. Proudly South African said the annual event is designed both as a public wine experience and an access to market platform for local producers.
Around 30 South African Wine Brands to Take Part
The 2026 Local Wine Expo will bring together approximately 30 South African wine brands at Prison Break Market, according to event information published by the organisers and ticketing platform Tixsa.
Visitors will be able to explore different wine varietals and styles while engaging directly with winemakers and representatives from participating brands.
Proudly South African said previous editions of the expo have also featured around 30 wine brands per event. According to information supplied by the organisation, 74 percent of the participating brands across the previous three editions were black owned and female owned businesses.
The event is intended to give smaller and emerging producers greater visibility while providing an opportunity to connect with consumers who may not ordinarily encounter their products in mainstream retail spaces.
Expo Focuses on Access to Market for Local Winemakers
While wine tasting forms a central part of the weekend, organisers said the expo also has a commercial purpose.
Proudly South African describes the event as an access to market platform where winemakers can meet consumers, sommeliers, buyers, retailers and other businesses within the wine sector.
The organisation said the aim is to create opportunities for producers to increase awareness of their brands, secure potential listings and develop commercial relationships.
Retail and bulk buyers are also among the intended audience, with the event providing a platform for discussions around the wine value chain and opportunities to increase the availability of locally produced wines.
The broader wine industry remains an important contributor to South Africa’s economy. South Africa Wine reported that the wine and brandy industry contributed R56.5 billion to national gross domestic product in 2022 and generated an economy wide fiscal contribution of R19.26 billion.
South Africa is also the world’s seventh largest wine producer and accounts for about four percent of global wine production, according to South Africa Wine.
What Visitors Can Expect at Prison Break Market
The three day programme will include wine tastings alongside locally produced food and snacks.
According to the event brief, Proudly South African members from the food sector will provide products that can be paired with the wines on offer, including items such as cheese, crackers and biltong.
A general knowledge game activation called Shesha is also planned as part of the programme.
The organisers said the activation will feature questions with a local focus, with prizes available during the event.
Visitors will also have opportunities to speak directly with participating producers, learn more about their wines and purchase products from brands represented at the expo.
Local Wine Industry Faces Changing Market Conditions
The event comes as South Africa’s wine sector continues to navigate changing domestic and international market conditions.
South Africa Wine said in February 2026 that the sector continues to face structural pressures including declining regulated domestic consumption, rising input costs and constrained margins.
At the same time, the organisation reported in May that the 2026 harvest showed resilience despite changing weather conditions, including dry periods, heavy rainfall and heat spikes during the growing and harvesting season.
Proudly South African CEO Eustace Mashimbye said the Local Wine Expo provides a platform for consumers to discover local wines while creating commercial connections for participating producers.
The organisation has positioned consumer access and buyer engagement as key parts of the three day programme rather than treating the gathering solely as a tasting event.
Proudly South African Local Wine Expo Dates and Times
The expo takes place at Prison Break Market, 10 MacMillan Road, Glenferness AH, Johannesburg.
Current ticketing information lists the event across three days.
Friday, 24 July 2026
Time: 17:00 to 23:00
Saturday, 25 July 2026
Time: 12:00 to 22:00
Sunday, 26 July 2026
Time: 12:00 to 22:00
The official Tixsa event listing confirms that the expo is restricted to visitors aged 18 and older and that registration is free. Saturday registrations were listed as sold out at the time the ticketing calendar was checked, while availability may differ for the remaining sessions.
Visitors should check the booking platform before travelling because registration availability may change as venue capacity is reached.
Entry Is Free but Registration Is Required
There is no admission fee for the Proudly South African Local Wine Expo, but visitors must register for their preferred date through Tixsa.
Registration is available through the official event ticketing page.
Because the event involves alcohol, no children or people under the age of 18 will be admitted.
Organisers have also encouraged visitors who plan to consume alcohol to arrange safe transport.
Guests can consider using e hailing services, a chauffeur or a designated driver rather than driving after drinking.
These transport arrangements are particularly relevant because Prison Break Market is located in Glenferness, between major northern Johannesburg nodes including Lonehill, Kyalami and Midrand.
What This Means for Gauteng Residents
For Gauteng residents, the Local Wine Expo adds another food and lifestyle event to Johannesburg’s winter calendar while providing access to wine producers from different parts of South Africa without requiring travel to the country’s main wine producing regions.
The event also gives consumers the opportunity to engage directly with smaller and emerging wine brands that may have limited shelf presence in major retailers.
For local hospitality professionals, sommeliers and buyers, the expo provides a setting to meet producers and explore possible commercial relationships.
Its Johannesburg location also places the event within reach of visitors from Sandton, Midrand, Fourways, Centurion and surrounding areas, although attendees should plan transport in advance, particularly if they intend to participate in tastings.
Frequently Asked Questions
When Is the Proudly South African Local Wine Expo 2026?
The expo takes place from Friday, 24 July to Sunday, 26 July 2026 at Prison Break Market in Johannesburg.
Where Is the Local Wine Expo Being Held?
The venue is Prison Break Market, 10 MacMillan Road, Glenferness AH, Johannesburg, Gauteng.
Is Entry to the Wine Expo Free?
Yes. Entry is free, but visitors must register through the official Tixsa booking platform. Availability is subject to venue capacity.
Can Children Attend the Proudly South African Local Wine Expo?
No. The event is strictly for people aged 18 and older because alcohol will be served and sampled.
What Can Visitors Expect at the Expo?
Approximately 30 South African wine brands are expected to participate. Visitors can explore different wines, meet producers, enjoy local food and take part in planned event activities.
A Three Day Showcase of South African Wine in Johannesburg
The Proudly South African Local Wine Expo will bring local producers, consumers and industry buyers together at Prison Break Market from 24 to 26 July.
While visitors will be able to taste and discover wines from approximately 30 South African brands, the event also serves a wider purpose by giving producers direct access to potential customers and commercial partners.
Entry is free with registration, but capacity is limited and the event is restricted to adults aged 18 and older. Gauteng residents planning to attend should confirm their preferred session through the official ticketing platform and arrange safe transport before heading to the venue.
