Alexander Vineyards: The First South African Wine Estate to Sell Directly to UK Consumers with Delivery in 3 Days!
Cape Town-based winery, Alexander Vineyards, has begun selling to international consumers directly from South Africa. The wine label produced at The Alexander Estate & Vineyards on the Cape Peninsula, is the first South African Wine Estate to Sell Directly to UK Consumers. The kicker? Consumers can expect delivery in as little as 3 – 5 business days, and there’s no minimum order requirement. This represents a new route-to-market for South African wine producers to reach global consumers.
The initiative, developed in partnership with Made in RSA (MIRSA) and DHL Express, and supported by MIRSA’s partnership with Valor Hospitality, enables Alexander Vineyards to process and fulfil cross-border online orders directly from South Africa to end consumers globally. While delivery is launching initially in the United Kingdom (UK), plans are afoot for global expansion to bring South African wines to the world.
Made in RSA dismantles long-standing barriers
The MIRSA system integrates pricing, duties, taxes, regulatory compliance, and delivery into a single transaction. This removes longstanding logistical and administrative barriers that have historically prevented South African wine producers from selling directly into overseas markets.
According to SAWIS, South Africa exports approximately 320 to 350 million litres of wine globally each year. The UK accounts for roughly a third of this, making it the country’s largest export market by volume, and establishing it as one of the most important export destinations for South African wine.
Data from Wines of South Africa indicates that while the UK represents a significant share of export volume, overall value growth has been more constrained, reflecting broader pricing pressures within the market. This has prompted producers to explore new ways of engaging international consumers and strengthening their market presence.
“For decades, international sales have depended on layered distribution systems,” said James Newton (Director at Alexander Vineyards). “This partnership allows us to build direct relationships with customers abroad, while continuing to support our existing partners.”
The partnership between MIRSA and Alexander Vineyards introduces a direct-to-consumer export channel, enabling closer engagement with end customers in international markets. By transacting directly, producers gain greater visibility into customer preferences, maintain more control over pricing and brand positioning, and create opportunities to present wines in a more curated and intentional way. The approach also supports the development of stronger, longer-term customer relationships through direct interaction.
At the centre of the initiative is a digital commerce infrastructure developed by MIRSA, designed to simplify complex international trade requirements. The platform manages duty and tax calculations in line with UK regulations, integrates logistics through DHL Express, and provides transparent landed pricing at the point of purchase. This creates a seamless purchasing experience for consumers while enabling direct fulfilment from Alexander Vineyards.
“This is an additional channel for growth,” said Nick Dreyer, CEO and founder of Made In RSA. “It allows producers to participate more directly in international demand and to retain greater control over how their products are presented and sold. The value of owning the end-to-end customer relationship compounds over time, highlighting the long-term importance of introducing this sales channel.”
Alexander Vineyards wines now available in the UK
Alexander Vineyards is located in Noordhoek on the Cape Peninsula, creating a unique winemaking climate shaped by colliding oceans and mountainous soils, factors that contribute to its positioning within the premium segment.
The UK is the first market served under this model, with plans to expand into Europe, Asia and North America. Orders are fulfilled directly by Alexander Vineyards through their website, with delivery managed through the DHL Express international network.
In parallel with online sales, the strategy includes placements with London-based wine merchants, restaurants, private tastings, and hospitality groups. This network is supported by MIRSA’s partnership with Valor Hospitality. The aim is to build visibility and credibility within key segments of the market.
A physical presence at the MIRSA x Alexander Vineyards Wine Bar in Woodstock Cape Town will support the rollout, linking domestic brand exposure with international sales activity.
Visit the Made in RSA showroom at 265 Albert Road, Woodstock, Cape Town, South Africa to see some of the brands MIRSA is taking to the world, including Alexander Vineyards.
