Pick n Pay Zambia and Madison Group Launch Joint Wine and Food Festival
By Alain kabinda
LUSAKA, Zambia — Pick n Pay Zambia and Madison Group are expanding their brands beyond traditional retail and financial services through the launch of the Pick n Pay Wine & Food Festival, Powered by Madison.
The inaugural festival is scheduled for Saturday, 17 October 2026, at Polo Field A at the Lusaka Showgrounds. The event was announced in Lusaka on 28 September.
Modelled on South Africa’s established Pick n Pay Wine & Food Festival, the Zambian edition will combine food, wine, entertainment, hospitality and brand activations. Pick n Pay Zambia General Manager Jannie Potgieter said that this initiative reflects the growing importance of experiential marketing and the country’s expanding appetite for curated lifestyle events.
He said Pick n Pay Zambia will oversee retail, customer experience and marketing, while bringing together suppliers, producers and commercial partners across its wider business ecosystem.
And Madison Group Chief Marketing Manager Ms Kalumba Musonda said that initiative will comprises Madison Life, Madison General, Madison Finance Company and Madison Asset Management, will serve as the strategic partner in the festival’s development and delivery under the “Powered by Madison” positioning.
Ms Musonda added that the festival will provide an opportunity to engage consumers in an informal setting on life insurance and long-term financial planning. The partnership represents a move by the financial services group to build connections with customers and communities beyond conventional financial products.
“ For Madison, the partnership extends its engagement beyond traditional financial services into a lifestyle platform that brings together customers, communities and corporate partners,” Ms Musonda said.
The festival will feature a Wine Pairing Master Class with international sommelier Colyn Truter. Three sessions are planned. A Mixology Theatre, supported by global spirits company Diageo, will also offer three sessions focused on cocktails and beverage education.
She further said this interactive experiences are intended to provide value beyond food and beverage sales while creating opportunities for local businesses, suppliers and producers to participate.
The event is also expected to generate revenue through exhibitor fees, sponsorships and supplier activations, giving both companies an additional commercial platform outside their core operations.
The partnership highlights a broader trend among Zambian companies seeking direct-to-consumer engagement through lifestyle and entertainment platforms. Pick n Pay contributes its retail footprint, supplier relationships and customer reach, while Madison brings financial-sector expertise and brand investment.
Ms Kalumba also said that future editions could feature more exhibitors, experiences and corporate partnerships, depending on the commercial performance of the inaugural event.
If successful, the festival could develop into a recurring lifestyle platform and contribute to Lusaka’s growing reputation as a destination for large-scale food, beverage and cultural events
