Catwalk

All South African eyes are on Distell’s fashionably re-modelled Nederburg brand.  Can it help to raise the average value of the Cape’s wine exports? Phil Pemberton reports

NEDERBURG, one of South Africa’s oldest and most traditional names in wine, is experiencing a thoroughly modern phenomenon – the makeover.  Once described as "the Volvo of Cape wines – reliable but irredeemably boring" – the country’s biggest wine brand is being radically re-marketed by its owner Distell in an attempt to establish itself as a global force.

This began at the recent Nederburg auction, a traditional society date in the South African calendar that has something of the Ascot about it.  The new-look auction with the "fashion lounges" (marquees sponsored by leading lifestyle glossy magazines) and catwalk show was the appropriate setting for Nederburg to showcase its latest labels.

 While the trademark Nederburg crest remains, the label, featuring a stylized ribbon, has taken on what its promotional literature calls "a progressive and upmarket slant" with bold lines that highlight the brand name.

"We want to update the brand but still retain Nederburg’s connection to its history," says Peter Hafner, Distell’s global marketing director.  "The ribbon emphasises the brand’s prize-winning background and the look intends to appeal to a modern consumer while reassuring them of the wine’s heritage."

The range has also been streamlined into three clear categories.  Top of the range is the Private Bin collection of limited-edition, hand-crafted wines "for the connoisseur". The Classic selection offers a broad selection of varietal and blended wines, while "The Lifestyle" option, which includes two white blends, Lryric and Duet, is aimed at entry level wine drinkers.

These developments may just register as the latest marketing splash in the worldwide wine ocean of promotions but in South African terms it is very big news indeed. Why? Because South Africa as a whole is desperate to shift high volumes of wine at a higher price point than the £3.60 mark they are currently trading at.

The phenomenal success of Kumala has raised the profile of the country in places such as the UK but it has also rather reinforced the consumer view that South African wine is at the cheaper end of the wine spectrum.

The quality of the boutique wines of the country are undeniable but the category will only get more shelf-space, and therefore the opportunity for greater growth for a diverse set of producers, if a global brand can raise the expectations and price of the category.

That is why Distell and its strategy for Nederburg wine is being followed closely by all the winemakers and marketeers of South African wine. "We believe that the country has the potential to really compete with the big boys of New World wine," says Hafner.

 "Distell has invested heavily in production facilities and we are producing consumer-friendly wines full of sweet fruit and soft tannins. Nederburg has all the credentials to be a South African benchmark wine globally and we fully support WOSA (the generic marketing office Wines of South Africa) in its campaign to promote the category as a whole."

Wines of South Africa has recently announced its autumn activity which encompasses a £1m campaign spend that will centre on the beauty of the Cape winelands and the "youthful dynamism of the country’s winemakers" and this emphasis on the young and fashionable is something that Distell is promoting too.

Back at the Nederburg auction various creatures and creations totter about the paddocks but inside the catwalk tent the professionals are strutting their semi-clad stuff.  And this association with the cream, beige and khaki of South African haute couture is central to Distell’s marketing push.

"Moët has built a brand around being associated with high fashion and it’s an approach we would like to follow," says Hafner.  This wooing of the creative cutting edge and the young has continued with the company’s promotion of its two young female winemakers.

Elunda Basson and Andrea Freeborough have appeared in South African glossy magazines and Distell is making a point of promoting their youthful good looks.  Freeborough graduated from Stellenbosch university and was assistant winemaker at Neethlingshof before taking charge of the white and sparkling wine divisions for Nederburg.

"Our focus is on shifting away from the ‘old faithful’ appeal and creating a product that is competitive, contemporary and enjoyable," she says.  "Nederburg is a versatile brand and we’re looking forward to experimenting with new blends and styles."

As the Nederburg Auction closes down for another year and its cheery patrons wind their way home replete with wine and gossip it remains to be seen whether the new Nederburg look will have had a global impact by the time this event returns next spring.

The majority of wine producers in the country are wishing Distell success in its efforts to produce a truly global South African brand, although many are worried that it may turn out to be simply this year’s model.

THE DISTELL DYNASTY

Distell was created in 2000 by the merger of Stellenbosch Farmers’ Winery (SFW) and Distillers Corporation.  SFW was the brainchild of William Charles Winshaw, an American doctor who came to South Africa in 1900 at the time of the Anglo Boer War.

In 1925, SFW was formed with Winshaw remaining as MD until 1962 when he retired at the age of 92. Distillers Corporation was created by Dr Anton Rupert and was registered as a corporation in 1945.

1925 William Charles Winshaw and Susanna Elizabeth Krige enter into a partnership to form The Stellenbosch Farmers’ Winery 1932 Launch of Chateau Libertas red wine 1935 Registration of Stellenbosch Farmers’ Winery as a private company 1945 Distillers Corporation formed with capital of R2 million.

Launch of Zonnebloem Cabernet Sauvignon 1947 First estate wines marketed; Theuniskraal Riesling and Alto Rouge 1958 Launch of Lieberstein, which went on to become the biggest selling table wine in the world in 1964.

1961 Launch of Lanzerac Pinotage (1958 vintage), the first Pinotage to be released

1966 SFW acquires Monis of Paarl (founded in 1921) as well as Nederburg, South Africa’s premier wine producer

1968 Production of Nederburg Edelkeur, its first botrytis wine

1973 Introduction of South African Wine of Origin

1975 The first Nederburg Auction held

1979 Launch of Cellar Cask which becomes the top selling wine vat in South Africa

1983 Launch of Graca, which becomes biggest selling premium wine in South Africa

1984 Launch of Monis Esprit, South Africa’s first flavoured wine

1989 Launch of Amarula cream liqueur

1993 Opening of new Plaisir de Merle cellar, 300 years to the day after the farm was granted to its first owner

2000 Distell formed through the merger of SFW and Distillers Corporation.

2001 New corporate logo unveiled in March

2002 Oracle, Obwika and Stone Gables wines launched

2003 Nederburg relaunched