In two decades, winemakers and marketers embraced this grape cultivar which lead to the expansion of the market for Pinotage globally. Competitions like the Absa Top 10 Pinotage Awards, which started in 1997, and initiatives by organisations like the Pinotage Association have assisted in establishing this uniquely South African wine. Accolades like the 2017 Tim Atkin's South African Red Wine of the Year (awarded to Beeslaar Pinotage) confirms the trend of quality Pinotage wines. Pinotage weighed heavily in favour of Kanonkop cellarmaster Abrie Beeslaar being named the 2017 Winemaker of the Year at the prestigious International Wine and Spirit Competition in London, making him the second Kanonkop winemaker to achieve the honour after Beyers Truter in 1991.