Leading estate moves to stay ahead of the pack

Still South Africa's top-selling name in premium wine, despite the dramatic increase in the number of players on the local market, it was one of the fastest growing South African brands in Germany last year and has been making significant headway in Ireland, Latin America and Asia.

The revised tiering with clearer definition between each segment in the range, not only makes for greater clarity she says, but also reflects the significant advances in styling and quality that the brand has been making on the back of an extensive research and infrastructural investment in recent years to refine its hallmark combination of classical structure and finessed fruit.

“Although still expressing an easily recognisable Nederburg identity, the new packaging is a far more accurate reflection of what's in the bottle and in design addresses the growing sophistication of wine drinkers worldwide”

She says each tier has its own readily discernible visual character, for ease of merchandising and shopping. “Wine consumers have to navigate their way through an increasingly populated universe of labels. We want to stand out, communicate our proposition right away and make decision-making simpler for people.”

New bottles, label designs, seals and other packaging finishes are the cues that signify the brand's refined offering, she adds.

There are now four tiers to the range, spanning entry-level, everyday, specialty varietal and unique new blends, named Foundation, The Winemaster's Reserve, Manor House and Ingenuity respectively.

“At the apex is Ingenuity, which as its names suggests, houses unusual, one-of-a-kind blends. Our maiden Ingenuity wines are a red blend featuring the Italian varietals Sangiovese, Barbera and Nebbiolo, and an eight-way white, that is the only South African blend to include Sauvignon Blanc, Chardonnay, Viognier, Chenin blanc, Semillon, Rhine Riesling, Verdelho and Nouvelle.

“This label …bends the boundaries by exploring new tastes and concepts in blending and its specialist positioning is amplified in the choice of novel bottles and exclusive, packaging touches that indicate a very close attention to detail,” she says.

Immediately below is the much-vaunted Manor House collection of three varietal offerings.

Manor House, an image of which is depicted on the label, was selected as the house itself is the centrepiece of the winery, a national monument and an iconic landmark in the Cape winelands.

Watson says the estate's mainstream wines are now accommodated in The Winemaster's Reserve ensemble, “All the classics are here, from Baronne and Edelrood to Sauvignon blanc, Chardonnay, Rhine Riesling, Noble Late Harvest, Special Late Harvest and more, as well as our recently launched Merlot,” she says.

She adds that bottle shapes have been very carefully selected. The Rhine Riesling comes in a hock bottle, for example, underscoring the traditional Germany styling of the wine that is recapturing the hearts of wine aficionados around the world.

Entry-level wines are presented under the Foundation label. “… Made for easy enjoyment, they deliver a clear and accessible pleasure of fruit and flavour, backed by over two centuries of skill, tradition and heritage,” says Watson.

Foundation wines include the Lyric and Duet blends, Cuvée Brut, Rosé, Stein, Grand Cru and, Paarl Riesling.