It Started as a Collection. It’s Now a Revolution. Welcome to XCellar.
You might have landed here looking for our “Vinty Collection.” That was the seed we planted—an idea that you, our customers, loved. It proved that you don’t need a fancy, pretentious label to enjoy exceptional South African wine. You loved the thrill of discovery and the incredible value.
That idea hasn’t just grown; it’s exploded.
We are thrilled to announce that the Vinty Collection has officially evolved into XCellar.
XCellar is the culmination of our entire mission. It’s not just a product line; it’s your direct, inside track to the best-kept secrets in the South African wine industry. Forget “unlabelled wine” as a category; this is a curated experience.
This is the “no pretence, all flavour” ethos turned into a high-stakes adventure.
What is XCellar? (And Why Is It a Secret?)
The XCellar concept is simple, but its power is in its name:
- The ‘Cellar’ represents our foundation: authentic, expert-selected, high-quality wine.
- The ‘X’ represents the mystery, the value, and the secret.
Here’s how it works: We use our deep industry connections to find exceptional parcels of wine from top producers. These producers can’t discount their wine publicly without damaging their premium brand. So, we make a deal. We take the wine, and we keep their identity a secret.
You get a R400+ bottle of wine for a fraction of the price. The producer moves their stock. We get to be your hero. Everybody wins.
Our Secret Weapon: The WineTrader Connection
How do we get these deals that no one else can? This is our hidden strength, and we’re finally making it a visible asset.
Vinty Wines is the direct-to-consumer (B2C) storefront for our parent company, WineTrader.co.za. For years, WineTrader has been the B2B engine of the industry, specialising in procurement, bulk wine, and white-label solutions for South Africa’s most famous estates.
We’re not just retailers; we are sourcing experts. We are the “insiders”.
When we bottle an XCellar wine, it’s not a guess—it’s a guarantee of quality backed by decades of industry expertise. This is our ‘why’.
Not All Secrets Are the Same: Introducing the XCellar Tiers
To make your journey even clearer, we’ve structured the XCellar brand to serve two distinct needs.
1. XCellar (Standard Range)
This is your new “house wine” staple. It’s our reliable, constant supply of brilliant-value wines sourced from our top producer partners. Think of the stunning West Coast Chenin Blanc 2025—a vibrant, expressive wine that massively over-delivers. This is the range you can rely on for events, corporate gifting, or simply knowing you’ll have a fantastic bottle ready any night of the week.
2. XCellar (Limited Editions)
This is where the real hunt begins. These are the rare, one-off, opportunistic batches that we unearth from cellars across the Cape. These are the true “hidden gems”. When they’re gone, they are gone forever.
The First XCellar Limited Editions Are Here (And They’re Going Fast)
We are launching this new era with a collection of absolute show-stoppers. These aren’t just “secret deals”; these are some of the most exciting wines we’ve ever sourced.
- XCellar “The Cipher” Stellenbosch 2020
A “cult-wine-in-the-making.” This is a monumental Bordeaux-style blend from a heavyweight Stellenbosch producer, dripping with power, opulence, and pedigree. The “Cipher” is a puzzle you’ll want to solve again and again. - XCellar Cabernet Franc Elgin 2019
We were stunned to get this. A rare, single-varietal Cabernet Franc from the premium cool-climate region of Elgin. It’s the definition of sophisticated, perfumed elegance and a true collector’s item for those in the know. - XCellar Pinot Noir Scherpenheuvel 2021
From the tiny, niche ward of Scherpenheuvel, this is cool-climate Pinot Noir at its best. It’s all old-world charm, velvety texture, and complex red fruit. A truly remarkable and unexpected find. - The Unbroken Red Blend 2020
A bold-yet-refined Rhône-style blend that perfectly showcases its Swartland origins. Rich dark fruit is lifted by a touch of Viognier, creating a wine that is seamless, powerful, and utterly compelling.
Your “Happiness Assured!” Strategic Guarantee
We know that buying a “secret” wine requires trust. We’re not asking you to take a leap of faith; we’re providing a safety net.
Our “Happiness Assured!” promise is evolving into a strategic guarantee. It’s simple: if you don’t love a wine you buy from us, for any reason, just let us know. We will arrange to collect the remaining bottles and give you a full credit or refund.
This policy is our ironclad commitment to you. It completely de-risks the purchase so you can join the adventure with 100% confidence.
Join the Revolution
The Vinty Collection was the prologue. XCellar is the main event.
We are breaking out of the crowded middle ground to build a true community—a tribe of modern South African wine drinkers who value authenticity and discovery over snobbery and stuffiness.
This is your invitation. Welcome to the inside.
Shop the XCellar Limited Editions Now
