Love it or not, everyone is talking aboutcoffee Pinotage. The creators of the original version, Diemersfontein, certainly got it right when they devised the idea of launching each vintage with a ’sneak peek’ party for loyal fans.

Pinotage on Tap has acquired a reputation as a must-do festival. Its favour amongst bloggers, who openly adore the wine, see posts ramp up to fever pitch in the weeks before the event, with pleas for tickets hitting twitter and other social spaces.

And what’s not to love – the Pinotage is indeed on tap, the canapés are plentiful, the bands are cult and the atmosphere is electric. The well-loved hippo is the site of acrobatics that have to be seen to be believed, increasing in entertainment value (if not skill) as the afternoon wears on.

At the end of the day it’s all about thanking the brand fans who see the wine sold out months before each new release. It brings to bear the importance of establishing a connection in a unique, persevering and authentic way.