In Stellenbosch, at the heart of South Africa’s wine country, the Pinotage Youth Development Academy (PYDA) helps young people from historically disadvantaged backgrounds gain the skills, confidence and experience needed to thrive in the wine, tourism and related industries.
Founded in 2012, PYDA’s mission is to develop future talent that will contribute to a more inclusive and dynamic South African wine sector. For many years, WSET, the International Wine Challenge (IWC) and the International Wine Education Centre (IWEC) have collaborated to advance this mission. Each year, 50 PYDA students receive funding to complete the WSET Level 2 Award in Wines as part of their year-long programme.
The programme
PYDA’s curriculum combines personal growth, technical learning and hands-on experience. The year-long course includes:
- Personal development: Around 40% of the programme focuses on building self-awareness, emotional intelligence, communication and resilience, providing essential tools for success in life and work.
- Technical and industry training: Covering the full wine value chain, students learn about viticulture, winemaking and wine tourism. The WSET Level 2 Award in Wines is a core module, delivered by highly qualified local educators at IWEC.
- Work experience: Students gain real-world exposure through placements in wineries, tasting rooms and hospitality businesses across the Western Cape.
All places on the programme are fully funded, ensuring accessibility for students who may otherwise be unable to pursue further education.
“All they needed was a chance to show what they could do.”
— Cathy Marston, Owner, International Wine Education Centre
Objectives
- Expand access to education: Provide disadvantaged young South Africans with internationally recognised qualifications.
- Support employability: Equip students with practical and professional skills to secure meaningful work in wine, hospitality and tourism.
- Build confidence and leadership: Encourage personal growth, communication skills and teamwork through holistic training.
- Promote diversity and inclusion: Foster a more inclusive South African wine industry by empowering underrepresented communities.
“Supporting initiatives such as PYDA is part of our purpose to empower people worldwide by making WSET qualifications accessible and affordable. Education is transformative and changes lives.”
— Michelle Brampton, CEO, WSET
Outcomes & impact
The partnership has delivered measurable and lasting impact:
- Over 400 students trained since the collaboration began.
- High success rates: In 2023, 94% of students passed the WSET Level 2 Award in Wines, with nearly two-thirds achieving Merit or Distinction. The most recent 2025 cohort achieved an impressive 85% pass rate, including 8 distinctions and 14 merit passes.
- Strong employability: Around 80% of graduates secure full-time work within six months, many in tasting rooms, wineries or hospitality roles across South Africa and abroad.
- Ongoing development: Each year, alumni mentor new students, creating a growing network of professionals driving change in the industry.
Student testimonials
“It’s amazing to learn how people take care of the vineyard. WSET has opened up my mind to the details. So, for example, you get a Pinot Noir from a warm climate and a cold climate, and the Level 2 Award in Wines has taught me that they won’t taste the same.”
— Kwanele Mhlobo, PYDA graduate
“I got the chance to improve myself. Not just my experience with wine, but to develop myself. I was growing on the course, and I learnt to communicate with people professionally – and learnt to be on time!”
— Shannon Strauss, PYDA graduate