Fine Old Vintage from Allesverloren

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Danie Malan states, "We introduced the new name in the local market in December 2011, when we ran out of the old labels. To date we have seen no negative response by consumers to the change - sales have continued to soar.

Practical benefits

"The name change means we are actually bringing the local name in line with the one we have been using in overseas markets since the late 1970s. We will not be using any of the approved descriptives Cape Ruby, Cape Tawny and Cape Vintage on the label, as we have found consumers look for the name Allesverloren and the distinctive bottle in which it is sold."

Malan said having a single label for the export and the local market had practical benefits, as stock could be moved around much more easily.