Welmoed rebrands Heritage range

"In an environment where consumers are looking for greater value, we understand the importance of standing out on shelf, not only in terms of an eye-catching label, but with cues that communicate the brand's premium value which distinguishes it from other wines at the same price point," explains Chris O'Shea, executive director for sales and marketing.

"Our consumers are intrigued by our heritage on one of the Cape's most historic farms, so it was important for us to communicate our tradition with the new look. From a design point of view, the logo is scripted in a more modern font, while the elegant split label, which is now on a textured, refined paper, features the depiction of a 1690-inscribed Cape Dutch gable, and is enhanced by the contrast of a crisp white background against a palette of rich, premium colour and metallic ink. Together, these design elements position the brand as a contemporary classic."

"Each bottle now showcases the endorsement of the winemaker, Bernard Claassen, by including his signature." The inclusion of QR-codes on the label makes more information about the wine readily available to consumers.

The new packaging will be rolled out initially with the Heritage range and will include its maiden Viognier. The range is priced from R28 per bottle and is available nationwide.