Durban - In a world saturated by consumerism, staying relevant to customers means constantly reinventing a brand, product or image.
While the issues are different and the approaches will have to change, it actually is not important whether or not the brand is a young one or has been around for centuries.
The past week has seen two examples pass this desk of wineries seeking rebranding in the increasingly competitive market space. The first was Strandveld Vineyards revamping the labelling of its First Sighting wines.
Strandveld pioneered the Elim wine ward in 2001, championing cool climate wines and opening a new region for South Africa. The First Sighting wines hark to the discovery of Africa’s southernmost tip during the era of early maritime explorers.
Strandveld sales and marketing director Jackie Rabe says revamping the labelling had a two-fold goal – to reflect the quality of the cool climate wines and to visually tell the story of the range’s inspiration.
With nautical imagery of anchors, waves, astrolabe and compass offset by a striking screw cap, the new label invokes a sense of adventure. The first three wines boasting the new livery are the Sauvignon Blanc 2015 (recommended price: R73), Rosé 2015 (R50) and Shiraz 2013 (R78).
The second label revamp came from Nederburg as Distell’s flagship wine brand sought “an enchantingly fresh new face to wine lovers” while expanding its global presence. The newly unveiled communication campaign steps outside mainstream wine conventions by inviting consumers to immerse themselves in a sensory – rather than a cerebral – experience.
Nederburg global marketing spokesperson Dè-Mari Kellerman says the intention was to “ignite curiosity” via the television campaign being flighted later this month, print advertising, website narratives and in-store engagements.
Corresponding with the advertising initiative was the revamped packaging more prominently featuring the brand crest to convey Nederburg’s heritage and pedigree. The land for the original Paarl estate was granted in 1791, putting Nederburg firmly into South Africa’s wine history.
The new look has also established a stronger family resemblance between the various wine tiers, which Kellerman says underscores their relationship with the brand.
It is a move that comes as Nederburg makes headway in expanding its international presence, achieving double-digit sales growth in established markets like Germany.
“Wine communication does not have to be prescriptive or technical. It can be evocative instead and take people to places where they are reminded of moods and emotions; scents, tastes and textures,” Kellerman says.
The slanted logo recalled former branding, but rendered in a modern style and aimed for an increased shelf stand-out. Time will tell.
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The Mercury