Lock, stock and wine barrel: #SoberStellies

Picture: iStock

The campaign aims to inspire friends and family members to take turns being the sober driver this festive season.

Stellenbosch Wine Routes will encourage responsible wine drinking with #SoberStellies this festive season.

As tourists and visitors flock to the picturesque Stellenbosch Wine Routes, this holiday the area is encouraging responsible drinking behaviour.

More than 20 of Stellenbosch’s wine estates have partnered with Stellenbosch Wine Routes to reward designated drivers for their commitment to safe wine enjoyment.

As that friend or family member pledging no alcohol, the drivers will be rewarded with non-alcoholic refreshments.

Designated drivers also stand a chance to win spot-prizes ranging from bespoke wine tastings, wine blending experiences, cellar tours, picnic vouchers, pizza and wine pairings, nougat and bubbly pairings, and wine to enjoy with family or friends when safely home.

The L’Avenir wine estate is one of more than 100 on the Stellenbosch Wine Route. Picture: SWR

“During December and January, the winelands are well visited. It is therefore the perfect time to illustrate our responsible approach. #SoberStellies is all about showing support and appreciation for sober drivers.

“Our message is not anti-wine, but rather about inspiring friends and family members to take turns being the sober driver,” said Elmarie Rabe, manager of Stellenbosch Wine Routes.

This is how it will work for designated drivers:

Check and ensure you are at a partnering #SoberStellies wine estate. All participating wineries will display the #SoberStellies badge on their social media platforms. Identify yourself as a designated driver at the tasting room.

The designated driver will receive a custom badge and a free non-alcoholic drink or snack.

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