Hasher Family Wines may be a relative newcomer, but its winemaking philosophy is anything but trend-driven. At the 2025 London Wine Competition, its Ernest Pinot Noir didn’t just win accolades — it led to the estate being named Winery of the Year. For co-owner and CEO Celine Haspeslagh, the award is a moment of validation, not reinvention. Based in South Africa’s Upper Hemel-en-Aarde Valley, Hasher Family Wines has quietly cultivated a terroir-first approach — rooted in native flora, minimal intervention, and a commitment to sustainability that stretches well beyond marketing copy. We sat down with Celine to explore the real story behind the win, their ambitions in the UK market, and why some of the most forward-thinking wine brands are also the most transparent.

Image: Celine Haspeslagh, Co-owner and CEO of Hasher Family Wines.

Ernest Pinot Noir has earned you Winery of the Year at the 2025 London Wine Competition — what makes this wine a true expression of the Upper Hemel-en-Aarde Valley and of the Pinot Noir grape itself?

Let’s start with the wine that’s at the heart of this award. Tell us what sets it apart — in terms of site, style, and philosophy.

Our Ernest Pinot Noir truly embodies the essence of Upper Hemel-en-Aarde Valley's unique terroir. This cool-climate region, with its proximity to the ocean and distinctive decomposed granite soils atop clay bedrock, creates ideal conditions for Pinot Noir to express its most authentic character. To honour this exceptional terroir, we embrace a natural approach in our vineyards. We avoid harsh chemicals that would destroy the phenolics from indigenous fynbos and other natural elements that contribute to our wine's distinctive profile. Our winemaker Natasha, employs a gentle, elegant approach—working with native yeasts and a thoughtfully balanced barrel regime that allows the terroir to shine through without overwhelming intervention. The result speaks for itself in the glass: a beautiful perfume of red berries, particularly wild strawberry, and floral elements derived from the granite soils, accompanied by herbaceous notes reminiscent of our local fynbos, and finishing with a distinctive savoury, saline quality that reflects our coastal proximity. It's this harmonious expression of place, grape, and minimal intervention that we believe captivated the judges in London.

Image: Ernest Pinot Noir secures Winery of the Year title along with top category wins at the 2025 London Wine Competition.

With this international recognition, how are you approaching distribution and visibility in key export markets such as the UK? Are you already working with specific retailers, restaurant groups, or importers in these markets? And how do you support them in building your brand abroad?

While we currently don't have formal representation in the UK, we recognise it as one of the world's key wine markets—not only for end consumers but also for its influential sommeliers, high-end restaurants, and respected wine writers. Our participation in the London Wine Competition was strategically aimed at gaining visibility in this important market. In our existing export markets, we provide comprehensive support to our distribution partners through regular in-market presence and tailored marketing materials. We've also developed a robust digital marketing strategy, ensuring that conversations about our wines extend beyond our own channels to include influential voices in each market. This award presents an exciting opportunity to establish meaningful partnerships in the UK, and we're currently in discussions with several importers who share our philosophy and appreciate our dedication to terroir-driven winemaking.

What marketing activities do you find most effective for connecting with consumers and helping your partners move stock? Do you focus more on in-market tastings, digital storytelling, or partnerships with sommeliers and independent retailers?

For an emerging brand like ours, building relationships with sommeliers has proven invaluable. We've observed that many wine consumers, regardless of their experience level, often defer to trusted experts when exploring new wines. Sommeliers play a crucial role in guiding these consumers, helping them build confidence in their palates and introducing them to distinctive wines like ours. That said, we can't underestimate the power of digital storytelling in today's connected world. We invest significantly in creating compelling content that communicates our unique story, vineyard practices, and winemaking philosophy. This digital presence creates buzz and helps consumers feel connected to our estate even before they've tasted our wines. We find the most effective approach is a balanced one—developing strong relationships with trade professionals whilst simultaneously engaging directly with consumers through authentic digital content that invites them into our world.

Who is the core audience for Hasher Family Estate wines — and how do you tailor your approach to speak to that consumer? Do you see your wines as speaking more to collectors, on-trade buyers, or the growing wave of conscious, terroir-driven drinkers?

Our wines speak to curious enthusiasts who have progressed beyond their initial wine discovery and are eager to delve deeper. These are discerning drinkers who appreciate thoughtful food and wine pairings and seek substantive technical information to enrich their experience. This is why our back labels include detailed information about picking dates, barrel regimes, and soil composition. For those wanting to explore further, our website offers comprehensive technical sheets that even disclose juice analysis from harvest. This level of transparency reflects our commitment to exceptional quality and continually challenges us to elevate our standards. While we certainly appeal to collectors and on-trade buyers, we find particular resonance with the growing community of terroir-focused consumers who value authenticity, sense of place, and responsible production methods. These drinkers appreciate our commitment to letting the land speak through minimal intervention winemaking.

Image: Front and back labels include detailed information about picking dates, barrel regimes, and soil composition.

Sustainability is a significant pillar of premium South African wine. What practices have you adopted in the vineyard and winery that reflect this commitment? How do those efforts translate into quality in the glass — and accountability in the global market?

We're proud to be Conservation Champions, participating in a programme developed in collaboration with WWF that recognises South-African wine estates making extraordinary efforts toward sustainability. For us, sustainability isn't a destination but a continuous journey—we're doing better than yesterday but not as well as we will tomorrow. In the three and a half years since acquiring the estate, we've dedicated one-third of our land (60 hectares) to conservation. We've eliminated chemical fertilisers and pesticides, instead employing endemic wasps for pest control and runner ducks to manage snails. We maintain permanent full cover crops, even under the vines, eliminating the need for herbicides. Our composting programme transforms duck manure and wood chips from alien plant removal into nutrient-rich compost tea. We've also reduced the weight of our bottles to minimise our carbon footprint. These practices not only benefit the environment but also enhance the authenticity and quality of our wines by preserving the natural ecosystem that makes our terroir unique. Looking ahead, we have numerous additional sustainability initiatives planned as we continue this vital work.

Image: Hasher vineyards.

6. With growing global attention, what’s next for the Hasher Family Estate? Are there plans to expand your range, explore new vineyards, or deepen your international presence?

Being a relatively young estate—just three and a half years under current ownership—we have ambitious plans for the future. We've already planted 16 hectares of new vineyards, and these young vines will soon contribute to an exciting extension of our range. We're developing a fresher, fruitier style of Pinot Noir and Chardonnay whilst maintaining the hallmark quality expected from Hemel-en-Aarde. We're also focused on expanding our international presence, with particular emphasis on the UK market following this prestigious recognition. Our goal is to continue refining our vineyard practices, exploring the subtle nuances of our terroir, and sharing these distinctive wines with appreciative audiences worldwide. This award has reinforced our conviction that our approach to winemaking resonates with discerning international palates, and we're eager to build on this foundation in the coming years.

Image: From (L-R) Frederik and Céline with winemaker Natasha Williams.

7. Finally, how do you plan to use the momentum from your London Wine Competition win to elevate the Hasher Family Estate name further?  How do you plan to make this win part of your marketing initiatives? 

The momentum from this award has been remarkable. In the first week following the announcement, we engaged extensively with local South African press, resulting in a significant increase in visitors and direct sales at the estate. We're committed to maintaining this momentum internationally. Several of our import partners have already utilised our trade communications (we distribute monthly emails with content that our trade customers can adapt for their own channels) to celebrate this achievement with their consumers. This recognition will remain a cornerstone of our communications strategy throughout the coming year. It represents a tremendous milestone for our entire team, whom we honoured with a special celebratory dinner following the announcement. Beyond marketing, we see this award as validation of our unwavering commitment to expressing our unique terroir through thoughtful, minimal-intervention winemaking. It strengthens our resolve to continue this approach while seeking new opportunities to share our wines with appreciative audiences worldwide.

Image: Hasher Family.

Conclusion

Hasher Family Wines may be a young estate, but it’s already finding a clear voice in the global conversation around site-driven, sustainable winemaking. This recognition in London isn’t just a moment of celebration — it’s a springboard for deeper engagement with like-minded importers, sommeliers, and drinkers who value authenticity over artifice. With an ambitious vineyard programme underway and a philosophy rooted in transparency and care for the land, Celine Haspeslagh and her team are laying the groundwork for something enduring. The next chapter promises to be just as thoughtful as the first — and just as compelling.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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