Negative criticism on the “coffee Pinotage category” is as common as coffee to Kenia. Interestingly enough, the blows usually comes from “traditionalists” making comments on how “this style does not reflect typical Pinotage” and “I would rather have my coffee in the morning out of a cup”. The list goes on and on, and, sorry to say, actually became boring quite quickly. The truth is: It is the fastest growing category from South Africa. What once was a 12000L tank now has evolved into a category in its own right. What I thought 10 years will cause me my job, now evolved into a wine style that is understood and loved by most consumers simply because it demystifies and clarifies wine completely. Consumers can make the association with roasted coffee beans and chocolate. They feel part of an industry with its own, and sometimes very complex jargon.