Have you ever been in a wine renowned country, feeling lost with the wine etiquette? It’s like everyone received the memo except you, and what is an aperitivo?
Wine isn’t just a drink — it’s a passport to culture. Across the globe, wine plays a unique role in social rituals, daily life, and cherished traditions. Understanding local wine customs is the key to sipping like a native.
Aperitivo in Italy, Tapas in Spain & Sundowners in South Africa
Start your wine journey in Italy, where the aperitivo is more than a pre-dinner drink — it’s a daily ritual. From around 6pm, locals gather at cafés and wine bars to enjoy a light glass of wine (often Prosecco or a regional white) paired with small bites like olives, cheeses, or focaccia. The goal? To relax, socialise, and gently awaken the appetite.
Hop over to Spain, and you’ll be welcomed into the world of tapas, small plates designed to complement your drink and encourage conversation. In wine regions like La Rioja or Andalusia, locals might pair a glass of Tempranillo or chilled Fino sherry with jamón ibérico or grilled prawns (yummy!). Wine here is a communal experience, and meals often stretch into the late hours, with each round of tapas inviting more stories and sips.
Further south in South Africa, the concept of sundowners is a beloved tradition. As the sun sets, friends and family gather to toast the end of the day. A crisp Chenin Blanc or local Pinotage is the drink of choice, often enjoyed with a stunning backdrop — be it mountains, bushveld, or sea.
Toasts & Rituals: The Global Language of Wine
Across cultures, the way we toast speaks volumes. In France, a toast isn’t just a “cheers” — it’s a serious tradition. Make sure to maintain eye contact, raise your glass gently, and never cross arms with others when clinking.
In Georgia, wine toasting becomes poetic. Their supra feasts feature a tamada (toastmaster) who leads rounds of heartfelt toasts — a celebration of life, love, and legacy.
In Japan, where Western wine has found its place alongside sake, etiquette still matters. A junior never pours for themselves — they always pour for a senior first, reflecting deep respect and harmony.
What Wine Means Around the World
Wine carries different meanings depending on where you are. In France and Italy, wine is part of everyday life — a symbol of heritage and terroir. It’s not unusual for wine to be present at every meal, enjoyed in moderation and appreciated for its origin.
In Argentina, wine (especially Malbec) is tied to national pride and hospitality. It’s served at asados (BBQ gatherings) and is a gesture of warmth and welcome.
Meanwhile, in China, red wine has surged in popularity, often linked with status, celebration, and gifting. It’s common to see wine served at business dinners and weddings, where the host will toast guests one by one.
Learning local wine customs isn’t just about manners, it’s about connecting. So next time you travel, raise your glass the local way. Whether it’s a slow sip during aperitivo, a lively toast in Tbilisi, or a sunset cheers in Cape Town, you’ll be drinking more than wine — you’ll be tasting culture. Salud!