A season of growth for Singita Premier Wine Direct

The care we commit to our food journey is something close to our hearts. Food is nourishment, yes, but also so much more – it’s an opportunity for connection, reflection, relaxation. It’s present on momentous and ordinary days alike. Wine elevates this experience – and is a central part of how we enjoy meals, and honour nature at our lodges.

But this journey begins long before you fill a glass around the table or fire with friends. It’s a process of dedication and passion – of careful sourcing and curation, planning and patience – which goes largely unseen, and which culminates in moments spent enjoying some of the world’s best wines in the tranquillity of the wilderness.

Singita Premier Wine Direct has begun a new season with the appointment of Jörg Pfützner as Buying Specialist. With a wealth of experience in luxury brand management, Jörg has a deep understanding of the fine wine and spirits space and is poised to drive the division forward. More importantly, he brings to the role an awe for nature and a passion for creating extraordinary experiences. “I have the privilege and the responsibility to choose, buy and mature wine for Singita. To me, wine is a conduit between man and nature and it should encapsulate the sense of place and time when it was made,” he says.

As well as managing the acquisition of wine and relationships with producers, Jörg's role also entails overseeing the renowned wine programme across our properties – a multifaceted process of curating selections on site in real time with the teams, while planning for the future. At the heart of this is a desire to give guests a memorable wine experience like no other – and celebrate the depth, breadth and excellence of the South African wines among our selections. “South Africa is one of the most dynamic wine countries in the world,” he notes.

He aims to elevate the Singita guest experience through wine – which, not unlike ecotourism, is a product of passion, nature, and time. “I came across a very interesting question the other day, and that was ‘why is wine important?’. A lot of winemakers will give you technical answers. But when you ask me what the influence of wine is, I’d say it’s a catalyst in society for moments and experiences. They can be on your own, but ideally they’re shared. I believe it's very important that you consider wine as something to be shared. When you can mesh wine, places and people – that, I think is a perfect moment.”

Creating these shared moments and extraordinary experiences has formed a signature part of his career, something aligned with Singita’s ethos of bringing guests closer to their surroundings. “Wine is a medium to connect people with nature. When you sit somewhere and have a quiet moment with a friend, especially in the bush, you’re not on your own – all your senses are wide open. It makes you forget time. And in this uber fast world we live in right now, slowing down is a true art. It’s not elaborate. But I think simplicity takes a lot of effort to create sometimes,” he says.

And in his mind, there’s nowhere more fitting to enjoy wine than in the wilderness. “Wine is a poetic expression of nature – a song of soil, climate, and people,” he says. “Wine should play a supporting role, allowing guests to appreciate the rare experiences of the African bush whilst creating lifelong memories.”

Celebrating nature also means prioritising sustainability ­– which we do throughout our wine journey, from its storage and maturation in Stellenbosch to its transport to the lodges. “We try to encourage our producers to do the same. I think more work needs to be done in the vineyards too. When you plant vines you can't change this decision for the next few decades, sometimes even a century. But you can influence what you do in between the vines. This is where you can have a positive impact on the wine and on sustainability. And I believe the most interesting wines are produced in a very sustainable and conscious way. If I am a small cog in the wheel that contributes to conservation, that makes me happy,” says Jörg.

A big part of creating a positive ecosystem is passing on knowledge and ensuring every member of the team brings the same dedication to sustainability and excellence to their role. Jörg's expertise is balanced by a hands-on ethos – he qualified as a sommelier in Germany and is a founding member of the Sommelier Association of South Africa. This invaluable experience will see him recruiting, training and developing sommeliers and wine stewards, hosting training courses and contributing to Singita Academy’s training content – to nurture the skills within the Singita wine community.

“Our sommeliers are invaluable. As we have a guides to guide you through the wilderness, you need to have guides to steer you through wine. It’s a hugely complex subject, and it’s important how mindfully you consume. So our sommeliers have a big responsibility towards our guests to find the perfect wine for the perfect moment. But it's also the guests’ responsibility to be open minded and sometimes to be led a little bit, and also speak their minds. It’s an adventure together – a collaboration between the sommelier and the guests. We need to listen carefully. I think that's the most important thing – our sommeliers are our eyes and ears.”