Remember when magazines were everywhere? At the supermarket checkout, on coffee tables tucked into waiting rooms — and yes, even in every restroom. Print's popularity, however, has significantly declined as many publications turned their attention to online, chasing the promise of larger audiences and greater reach.
That's what makes the launch of Corks & Coals magazine so interesting. Set to debut later this year, the new print publication aims to bring together two South African favourites: wine and braai culture.
In this Q&A, Nicky McArthur, Editor at Corks & Coals magazine, explains why launching a print magazine in 2026 still holds value and how she and her editorial team plan to establish a dedicated readership.
Corks & Coals launches at a time when many publishers are scaling back print operations. What gap in the market convinced you that now is the right time to launch a new print title?
For too long, wine has been treated as an exclusive club where you need a specialised vocabulary — talking about tannins and staring at the 'legs' of a glass — just to join. That pretentiousness has made it feel inaccessible to the everyday consumer. We want to dismantle that barrier and bring incredible South African wine to more people.
When you look at what South Africans genuinely love, it's living outdoors, coming together around a fire and sharing a great drink. The braai is our ultimate equaliser. By combining wine with braai culture, we are aligning wine with our authentic lifestyle, rather than trying to force people into a traditional mold. It's all about finding something that simply tastes great to you, with zero pretense.
Launching a print title when others are scaling back might look like a risk on paper, but the reality is that the print space for wine in South Africa is open. Audiences are experiencing digital fatigue; they want something tactile to flip through while sitting outside or relaxing by the fire.
You emphasise accessible storytelling and avoiding industry jargon. How do you balance being informative for enthusiasts while remaining welcoming to newcomers?
Our approach is simple: we focus on the story and the experience of the wine, rather than the textbook mechanics.
Balancing the two comes down to changing the language we use. An enthusiast wants to know about the passion of the winemaker, the unique climate of the valley and the craftsmanship behind the bottle. They want to know the temperature of the coals, cut of the meat and the type of wood used on the braai.
A newcomer wants to know why a specific bottle tastes so incredible with a perfectly charred ribeye over the coals. Those two desires actually share the same foundation — a love for a great experience.
Ultimately, we believe that you don't need a diploma to enjoy a great bottle of wine. By anchoring our content in the shared, unpretentious lifestyle of the South African braai, we build a bridge where the connoisseur and the casual drinker can sit around the exact same fire and enjoy the exact same page.
Building a readership from scratch is one of the biggest challenges facing any new publication. What strategies are you using to establish a loyal audience from the first issue?
We aren't trying to find a wine audience; we are tapping into an existing South African lifestyle audience. By positioning Corks & Coals at the intersection of wine and the fire, we are meeting people where they already are — in their backyards, at social clubs and around the grid.
This organic alignment makes the magazine feel like a natural extension of their weekends rather than a new educational hurdle. We are inviting our readers to sit with us — unplug, uncork and light the fire.
Local content appears to be a major focus of the magazine. Why is it important for Corks & Coals to spotlight South African people, places and producers over international ones?
We have some of the most innovative winemakers, passionate farmers, unbelievable meat products and butchers, as well as breathtaking locations right here in our own backyard.
If our mission is to make wine more accessible, elevate the meat and braai experience and celebrate the authentic South African lifestyle, we have to highlight the people who actually shape it.
Ultimately, Corks & Coals is a celebration of our unique identity. By putting South African people, places and products first, we are showing our readers that world-class wine and cooking with fire experiences aren't something you have to cross an ocean for. They are happening right here, fueled by local hands.
Looking ahead to the first year of publication, what would success look like for Corks & Coals, both editorially and commercially?
We want local winemakers and producers, chefs and butchers to view us as the publication that truly captures the heartbeat of the modern South African lifestyle — celebrating their craft without the stuffy jargon. We hope for loyal readers, and that when South Africans think about lighting a fire and cracking open a phenomenal bottle of local wine, they automatically think of Corks & Coals.
Did you enjoy this Q&A? Let us know in the comments section below.
Curious about the role of niche publications and magazines in media? Read In Defence of Niche Publications.
*Images courtesy of contributor