Durban - Retaining relevance for brands is a difficult ask, particularly when that brand competes in a market which constantly delivers hip new names with more consumer appeal merely because they are fresh and exciting.
Wine brands are particularly affected by this phenomenon.
While names like Nederburg, Zonnebloem, Simonsig and Groot Constantia are stalwarts of our industry, they are not necessarily the first ones consumers choose off the shelves - “we know what they taste like, so let’s try something we don’t know”.
Given there are now 582 registered wine cellars crushing grapes from nearly 3 500 growers, the opportunities for experimenting with different brands and labels is vast and tempting.
Hence, it is encouraging and rewarding to see brands investing in becoming more appealing and relevant. Last week Zonnebloem unveiled its new point-of-sale display stands and tasting tables designed by industrial designer Haldane Martin – elegant wooden stands to display Zonnebloem bottles; a tasting table incorporating the essential elements for that function while minimising space; and a smaller version with a central design that plays on the winery’s Dutch name translated into English, namely sunflower.
Global marketing manager Dè-Mari Kellerman says despite the changed landscape and a domestic market growing two percent, Zonnebloem’s year-on-year sales volumes have been rising by double digits. She believes that crafting contemporary classics consistently and offering well-balanced wines whose flavour is backed by the structure have kept the brand relevant.
Cellarmaster Deon Boshoff says in crafting its reds, the winery takes its cue from those produced in the 1960s and onwards that still attract high prices on auction. Last year one of the highest prices fetched on the Nederburg Auction was for a 1973 Zonnebloem Cabernet Sauvignon – a Nigerian buyer paid R22 000 for three bottles.
Last week’s function included a museum tasting of Zonnebloem pinotages from 1975, 1982 and 1995 with the oldest one outstripping its younger siblings on personal preference. What was evident was that wines between 19 and 39 years old still showed fruit and balance.
Trying out new wines is essential for increasing the industry, bringing in new players and tempting new consumers to the world of wine. However, many of those producers still need to walk the path of reliability, proving their wines can be worthwhile investments decades after production.
Discounting the established players may be a move consumers make to their detriment.
Diary notes
Save the date – The Mercury Wine Week 2014 will return to the Suncoast Casino and Entertainment World from August 27 to 29 for the 36th annual event.
Watch the press for further details, but put aside that R100 a person cover price to ensure you attend in August. - The Mercury
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