Stellenbosch Youth Employment

Pinotage Youth Development Academy

Founded in 2012, PYDA develops 18 – 25 year old, talented, previously disadvantaged South Africans for employment in the FMCG, Wine and Tourism, Digital Marketing and related sectors.

Our customised programmes consist of industry-specific vocational training to close the training gap through an immersive, industry led curriculum. Key elements of our programmes include critical personal development skills that focus on psycho social support, self awareness and emotional intelligence.

Practical work placements for work integrated learning strengthen our programmes and student work experience, where they can put into practice what they have learnt in the classroom.

PYDA graduates confidently enter the job market work ready with a broader skill set. With industry-endorsed skill programmes, our students learn relevant technical and personal development skills needed for employment in these industries.

In-programme work placements, together with the content of the curriculum and staff support, enable a retention rate of 91% in our programmes. Innovation is at the core of their approach with our programme design including an online academy to ensure young talented South Africans are not left behind in the digital economy.

Since its inception PYDA has irrevocably changed the lives of over 1700 young people enabling them to launch their careers, sustain their families and contribute to change in their communities.


  • Wine and Marketing (6 months)

The entire value chain of the wine industry is covered in this programme, starting with an introduction to vineyard production, winemaking, wine sales and marketing, and extends to include topics that link the natural connection between the wine industry and tourism in the Western Cape. A focus on elements such as food and wine pairings, tour guiding and hospitality and event assistance, provides a holistic learning experience that allows students to embrace the various components of what the industry has to offer and contribute to a broader scope.

The qualifications for this programme include a University of Stellenbosch short course at an NQF Level 5 and WSET Level 2 international qualification. To strengthen the curriculum and ensure the content is in line with the needs of the sector, PYDA collaborates with accredited training providers so that students are able to specialize in a specific area after the completion of the programme.

  • FMCG (6 months)

This unique programme follows the value chain of the FMCG Industry. The Academy offers a hybrid approach to learning with online content and teaching to ensure digital inclusion for our youth. The classroom learning is immediately embedded in practice with an internship opportunity in a FMCG Company. The curriculum is fully integrated across the value-chain and combines industry specific technical skills with in-programme work placements and personal life skills and emotional intelligence development.

PYDA has partnered with Optimum Learning Technologies who are offering the Introduction to FMCG Skills programme. Optimum is a training and education provider delivering learnerships, skills programmes, engineering training and higher education contextualised to the supply chain.

The Academy has also collaborated with RCA Consulting to offer the Building Relationships in the Workplace online course. RCA assists and supports organisations to develop people centric cultures through blended learning and progressive performance management, while focusing on developing customer centric cultures and the associated behaviors.

  • Digital Marketing (3 months)

Our world is changing, faster than it ever has before and because of this we need to upgrade the way we learn, think and work. Excited by the future of technology and driven by an urgency to ensure that no youth gets left behind, we have introduced Digital Marketing programme with a focus on Digital Marketing.

The PYDA Digital Marketing Programme is one of our interventions to ensure that we have youth who are equipped and ready for work, business and life in the 4th Industrial Revolution (4IR).

In partnership with the Digital Igniter, our students have expanded their skills on the key tools driving the digital marketing. Technology, Internet, Social Media, Mobile Film and Content Creation are very important to digital marketing and doing good business in the 21st Century

For more information contact
Siphokazi Kwakweni
Programme and Project Lead

Siphesihle Mfobo
Youth Mentor