Jörg Pfützner to Take Singita Premier Wine Direct Into a New Era

Singita’s Premier Wine Direct begins a new chapter with the appointment of Jo¨rg Pfu¨tzner as Buying Specialist. Having recently spent nine years in luxury brand management (coming from his previous role as Private Client and Zone Directorship for LOUIS XIII Cognac for Africa, Middle East and India), Jo¨rg has a deep understanding of fine wines and is poised to drive the Premier Wine Division forward, overseeing the wine strategy and managing wine selections at Singita lodges in four African countries.

While he now specializes in fine wine and luxury spirits, he has worked in logistics, strategy and partnerships, launches and events, and even developed an app, giving him a holistic understanding of all aspects of the industry. Jorg qualified as a sommelier in Germany before completing the Graduate School of Business’ postgraduate diploma in Wine Business Management – run in conjunction with the University of Adelaide – and was the recipient of the Academic Excellence Bursary. A founding member of the Sommelier Association of South Africa, Jorg worked his way up from his early days in front-of-house to overseeing luxury strategy and serving as a critic on judging panels. This first-hand knowledge of every aspect of wine production, appreciation and service gives him a rounded perspective and allows him to oversee the experiential elements of Singita’s wine experience. 

At Singita he will manage not only the acquisition of wine and relationships with producers, but also the renowned wine programme across the properties, curating the selections on site in collaboration with the teams, while remaining abreast of future growth opportunities. He aims to elevate the Singita guest experience through wine – which, not unlike ecotourism, is a product of passion, nature, and time. “Wine is a poetic expression of nature – a song of soil, climate, and people,” he says.

Creating extraordinary experiences has formed a signature part of his career, something perfectly aligned with Singita’s immersive ethos. “Every bottle of wine carries memories – of the vineyard it comes from, the climate, vintage and region. It also reminds us when and with whom it was enjoyed,” he says. Jorg believes that wine is a medium to connect guests with nature, culminating in memorable moments that complement their experience. “Nothing can compete with the majesty of nature; wine should play a supporting role, allowing guests to appreciate the rare experiences of the African bush whilst creating lifelong memories.”

A big part of creating these impactful moments is ensuring every member of the team brings the same dedication to excellence to their role. His hands-on approach will see him recruiting, training and developing sommeliers and wine stewards, and developing Singita’s Wine Academy. “It’s also important to collaborate with our chefs to allow guests to explore South African wines,” he says. 

He will also be driving more sustainable systems. “It is vital to continually prioritise sustainability and encourage our producers to do the same.”

How deep the water goes

Mati, mvura, maji, amazi, water. We call it by countless names—even the essence of life. For as long as humans have lived, we’ve celebrated water, each culture in its own unique way. And yet its power is universal. Just being close to it can ease our minds into a meditative state and bring our bodies to rest. Around water, we find the presence and perspective that otherwise only exists deep within nature.

Our collection of waterside properties reflects our mission to immerse guests in Africa’s wild spaces, to facilitate reflection, connection, and the reverence we have for the natural world.

Sweni

This intimate, shaded retreat hugs the bank of its namesake river in Kruger National Park. The soothing sight and sound of flowing water are ever-present, and guests can observe a daily rotation of wildlife that gathers to drink, feed, and cool off—either from the lodge’s main living areas or their suites.