Distell marks ‘step change’ with new packaging

Distell has launched new packaging for its South African wine brand Nederburg as part of a wider “step change” in its strategy that will see it push for further growth in international markets and upgrade its investment programme.

Nederburg’s new branding

Speaking at an event held last night to mark the company’s change of direction Fraser Thornton, Distell’s European manager said he had “no desire to be the biggest in anything”, but believes “passionately” that his company can be the best.

Singling out the UK as its most “critical market”, Thornton said he was “incredibly optimistic” about the opportunities for growth.

“As I have gotten closer to understanding the real qualities in our wines and spirits portfolios I have seen the massive opportunities for growth”, he said. “These opportunities are all over Europe so we are incredibly optimistic about the future, but we will get to a point where we have to be selective about where we are going to play and with what from our portfolio.

“We have identified the UK as being the single most critical market for brands to step change our business over the coming years. With that change is going to come a change in investment. We need to upgrade our investment programme and build a commercial structure that’s capable of supporting all our business partners.”

Nederburg’s new look has been developed to reinforce the brand’s premium credentials, heritage and personality and provide clearer standout on shelf in retail and on the back bar. The Nederburg crest has been given greater prominence on the bottle with a slanted label used across the range creating a unique feature.

Alongside Nederburg’s new packaging, the South African winery has also launched a Spanish blend as part of its Ingenuity Collection, which showcases its “most innovative and original” wines. Nederburg’s core range includes 1791 and 56 Hundred and its flagship range, The Winemasters.

Sarah Gandy, Distell’s international marketing manager, said: “In a competitive category, the changes have been made to appeal to both new and existing drinkers to ensure the sustained growth of the brand. We are confident that the new packaging will help take the brand to the next level and achieve our goal to become the leading premium brand in South Africa and the first South African wine choice in our other key markets.”

Other changes include the promotion of Razvan Macici, former Nederburg Cellar Master, who has been promoted to Distell’s head winemaker. aking over his role is Andrea Freeborough, who spent four years under Macici as Nederburg’s white wine maker, before becoming the head of Die Bergkelder.

Nederburg’s new packaging will be rolled out from December in all major stores and on trade accounts in the UK.

Distell’s portfolio includes many South African wine brands, including Nederburg, and spirits including Scotch whisky brands Deanston, Ledaig, Bunnahabhain, and South African cream liqueur Amarula.