What's in the (blank) bottle?

"BLANKbottle is about honesty," says concept creator Pieter Walser. "There's no label to rely on, only the taste, and if you don't like the wine I'll gladly give your money back."

A tag attached to the neck of the bottle provides a batch name and number. Curious consumers can use this information to find narrative about the wine's origin on the BLANKbottle web site, www.blankbottle.co.za.

Walser has two winemaking qualifications and international winemaking experience. He developed the concept for his friends, who share his passion for boutique-style wines.

Everyday drinking

"I wanted to offer premium wines for everyday drinking," Walser says. "I started to blend with barrels I'd source from top estates. In an effort to educate my friends, I sold the wines without labels just to them. Within a few months the market grew and the BLANKbottle brand was born."

Walser produced his first commercial blend in July 2005, and has just released a sixth wine, a Bordeaux-style red blend named Abrina.

"Part of the blend for Abrina was sourced from the Hemel en Aarde valley - my personal favourite," Walser says. "I found a small batch of Merlot aging in French oak on a mountain top; the perfect match to a blend I'd started with wines from the Simonsberg mountains."

Abrina recently achieved a listing at Johannesburg's five-star Sandton Towers Intercontinental Hotel. A smooth, spicy compote of dark fruit and cherries, ABRINA is available from Walser at less than R30 per bottle; a fraction of the price its components are worth.

Secret in sourcing

Walser's secret lies in his method of sourcing wines. Many of the wines he uses to blend are the last amounts of limited runs that can't be sold on their own. In addition, Walser avoids agency fees by using direct marketing. Apart from Abrina, the wines are available only from his office and the BLANKbottle website.

Like all of the BLANKbottle wines, Abrina will be sold to the last 100 bottles, which Walser will keep to age and sell with a painting he created for the wine. The next two wines, this time single-varietal reds, are just about complete; and he is now planning an ultra-premium blend, which he intends to sell for R38.

Walser also offers Personalised Winemaking, a service that allows clients to choose the cultivar(s), region, and vintage for their made-to-order wine.