WeeklySA_AdminREVITALISE: The multinational reflects on its rebranding exercise of its SA wineries, which started with Nederburg this year…
By Own Correspondent
Emboldened by early positive vibes from revitalising flagship wine brand Nederburg, Heineken Beverages is now looking to super-premium Durbanville Hills for a brand revamp.
In July, Nederburg, one of South Africa’s most established and globally recognised wine brands, unveiled its new-look in Johannesburg with the launch of its bold new positioning: Yours to Explore.
The Nederburg brand refresh marks an exciting evolution for the heritage brand, “inviting a new generation of wine drinkers to discover the possibilities of wine through a fresh, spirited lens”. With availability in over 80 countries worldwide, Nederburg has entrenched itself in these markets in a journey spanning several decades. Its new marker, buttressed by an eye-catching glow of red, calls for “curious minds and brave palates to embark on a journey of taste, culture, and connection”.
The multinational is now working to give a new twist to the face of the multi-awarded winery, located in the Durbanville Wine Valley, which has carved out a clear brand identity for its wines of fruit purity and precision, premised on their cool-climate origins.
Overlooking the Atlantic ocean, Durbanville Hills wines, grown by a network of growers within a 10 km radius, are cooled by sea breezes coming from a mere 10 km away. The winery released the first wines in 1999 and since then has given strong emphasis to its Sauvignon Blanc and Merlot expressions. Situated less than 30 minutes from the Cape Town CBD, the winery boasts spectacular views of the iconic Table Mountain.
Explains Liezl Dippenaar, who heads Heineken Beverages’ international wine marketing: “The brand enjoys strong recognition by virtue of its close association with Cape Town. Wine lovers are also very keen on the hallmark style of freshness and exuberance they tend to associate with cooler-climate terroir.
“We continue to appeal to South Africans, to show excellent growth in Europe and in travel retail, as well as in certain countries in Africa. And we’ve just inked a deal to supply the Star Pubs network in the UK with Sauvignon Blanc, Merlot and Chenin Blanc.
“Even so, we must continue evolving to ensure we are imaginatively placed where wine lovers can readily find us and that we speak to them in ways that encourage their engagement. This is particularly urgent in the face of increased competition for consumer attention and the growing pressure on their disposable income worldwide.”
Dieppenaar points out that the move also comes at a time when legal drinking age (LDA) consumers are overwhelmed by choice, not just in wine but other alcoholic beverages too, while they moderate consumption to stay physically and mentally healthy. It is in the context of such changing market dynamics that Nederburg has been the first in the group’s multi-phased project to re-invest, refresh and reset the key wine brands in its portfolio. The step change in the case of the famous Paarl winery is to ensure the well-loved label retains its strong domestic position while further advancing its international presence.
Nederburg is very well represented in major African markets, where it continues to be a favourite especially amongst women. It is South Africa’s category leader in Germany and is making strong headway across Asia, notably in India, where the potential for growth is what she calls “breathtaking”. Its repositioning has involved new above- and below-the-line communications, a pack upgrade and a re-imagining of the brand home, all in the interests of attracting newcomers to wine (but ensuring retention of long-time supporters). Meanwhile, behind the scenes its initiatives have focused on strengthening the brand’s eco-sustainability reputation.
Dippenaar explains: “Nederburg is acknowledged as an eco-pioneer. It piloted the now industrywide adopted Integrated Production of Wine (IPW) eco-guidelines that have been in place for close to 30 years”.
“The revitalisation started in the domestic market, and we are already seeing some gains.” – Additional reporting by Len Maseko
EVENTS
CWG Wine Auction
The 2025 Cape Winemakers Guild (CWG) Auction, which offers exclusive premium wines crafted by the country’s crème de la crème winemakers, will take place at the Lord Charles Hotel in Somerset West on October 3 and 4.
The 2025 auction line-up sets a new benchmark for excellence, with a record number of wines scoring 95 points or higher from leading wine critics. It comprises 30 red wines, 17 white wines and a pale dry. A total of 692 cases of white wine, 1188 cases of red and 32 cases of pale dry will up for grabs.
The red and white wines are available in lots of 12 or 36 750ml bottles, while the pale dry wines are available in 500ml bottles. All the wines will be offered on both days.
Of the 48 wines set to go under the hammer, 26 received 95 points or higher from three of South Africa’s top critics: Christian Eedes, Tim Atkin MW, and Michael Fridjhon.
Furthermore, Rall Wines Noa Syrah 2023 by Guild member Donovan Rall even made history by receiving Winemag’s first-ever 99-point rating. The auction presents an unparalleled opportunity to acquire some of South Africa’s most collectable and critically acclaimed wines.
The Cape Winemakers Guild Auction is facilitated by Strauss & Co. To bid on the Auction, bidders will need to create a bidder’s account. Once a bidding account has been created, bidders can register to bid on the Strauss and Co website.
SALON-LUDDITE SPECIAL DINNER
Salon, Luke Dale Roberts’ fine dining restaurant, will host a one-of-a-kind wine dinner on October 10, in collaboration with Luddite Wines.
This exclusive event offers guests the rare opportunity to taste older vintages of Luddite’s exceptional Chenin Blanc, wines that are no longer available for purchase.
“Luddism reflects our belief in winemaking,” say Niels and Alice Verburg, winemakers at Luddite. “Technology and mechanisation will never be a substitute for passion”. Their Chenin Blanc is renowned for its depth and complexity. What makes these wines truly special is the minimal intervention approach.
This dinner presents a rare opportunity to taste older vintages like the 2016, 2018, 2020, and 2022, which are no longer available to buy. It’s an exclusive chance to experience the evolution of this distinctive wine and witness first-hand how it ages to perfection. They will be savoured along with a special menu designed by Luke Dale Roberts and Carla Schulze. The dinner is priced at R2950 per person. Secure your place via Dineplan: salonct.co.za/reservation
Winex 2025
Standard Bank WineX, the Southern hemisphere’s spectacular wine celebration, returns to transform Johannesburg for three unmissable nights.
As usual, Winex is expected to attract 9 000 wine enthusiasts gathering for the largest consumer wine event under one roof on October 29, 30 and 31. The show has evolved far beyond its origins – 25 years of which have been at the Sandton Convention Centre – to become a multi-sensory celebration that combines wine appreciation with art, music and entertainment.
What distinguishes the event is the line-up of 700 wines from more than 120 exhibitors – featuring everyone from legendary award-winning cellars to exciting boutique discoveries that could become tomorrow’s cult favourites.
WineX offers wine lovers the opportunity to engage directly with passionate winemakers and ask those burning questions they’ve always wondered about – no judgment, just genuine enthusiasm for sharing wine knowledge. They can explore an array of wines so vast that even the most dedicated cannot hope to cover everything on offer – discover rare gems, limited releases, and exclusive tastings that aren’t available anywhere else. It starts at 17h00 and 21h00.
Tickets are available via Webtickets. Early Bird tickets available now and up to 19 October: Thursday 30 October R260; Friday 31 October R290 per ticket. Full rate tickets from 20 October and at the door: Thursday 30 October R295; Friday 31 October R375 per ticket. Standard Bank clients will receive a discount of up to 30% on their ticket purchase, limited to four tickets per transaction. *Wednesday 29 October is by invitation only for Standard Bank clients and guests.
P n P Wine & Food Fest Jozi
The Pick n Pay Wine and Food Festival Johannesburg is the place to be on October 5 and 6 to usher in summer with a prime variety of South African wines.
Visitors to the show, which will be held at The Wanderers Club, will enjoy award-winning wines from more than 70 top wine estates, delicious food options and live music. From exquisite stills and elegant Cap Classiques to luxury Champagne and refreshing Mimosas… There is something for every taste and palate.
The Pick n Pay Fresh Food Market will serve an assortment of dishes prepared with fresh ingredients such as fish and chips, fresh salads, sushi and indulgent cheese and charcuterie boards. Burger and Pizza Trucks will also serve their popular dishes.
The Festival’ ever-popular Tasting Room sessions are back to take guests on an ultimate sensory journey with chef Tjaart Walraven. Space is limited to 40 guests per session.
nother attraction, the Mixology Theatre will make its debut after a wildly successful launch in Cape Town. These fun and interactive 30-minute sessions will see guests channel their inner mixologist by creating two delicious cocktails.
A R300 ticket available via Webtickets gets you a day pass, a branded wine glass, 20 wine tasting vouchers, access to wine tasting, the opportunity to purchase wine at retail prices, wine lifestyle products and more. The event starts at 12h00.
Unwined Food and Wine Show
The Unwined Food and Wine Show, taking place at Mbombela Golf Club in Mpumalanga on September 27, will showcase the best of South African wine.
The Unwined Local Food and Wine Show is committed to bringing together top winemakers, estates, and industry experts to elevate your wine experience. Visitors will explore an array of exquisite wines from our carefully curated selection of wine estates. They will be able to take advantage of exclusive show discounts to purchase your preferred bottles directly from the wine estate. On offer will be a diverse range of food vendors and restaurants to showcase their cuisines for the day – all to be enjoyed with a soundtrack of soulful melodies and infectious rhythms.
Unwined is more than just a showcase of exceptional wines and culinary delights – it’s a celebration of community, camaraderie, and shared passion. Tickets costing R250 per person will be available via Quicket. The event starts at 12h00.. .– Compiled by Len Maseko
