Nederburg, South Africa’s most awarded winery and Distell’s flagship wine brand, is substantially stepping up its marketing investment as it embarks on a new global campaign.
The brand is one of the fastest-growing wine labels in the company’s portfolio. Over the past year, it has been steadily raising its international presence, increasing sales by double digits, including in some of its most established markets such as Germany.
The first step in the multi-million rand campaign is a revitalisation of the brand look and packaging that is being unveiled on a staggered basis. “The reinterpretation of Nederburg’s visual identity is being handled tier by tier,” explained Carina Gous, who heads the marketing team of Distell’s luxury brand portfolio. “The first tier to receive the make-over is 56HUNDRED, a very popular offering in the UK, where it is about to go on shelf.”
“Other tiers will follow in the coming months and in South Africa, the new look will be evident from early 2016, when shoppers will find a different appearance to Baronne for example, the newly named The Winemasters that replaces Winemaster’s Reserve and subsequently, the other collections in the multi-tiered range.
The new-generation packaging featured the brand crest far more prominently than in the past. “It has
been designed to clearly convey Nederburg’s heritage, pedigree and sophistication, to establish a stronger family resemblance across the range and to amplify shelf stand-out.” The redesigned, slanted logo recalled branding of the past but with a refreshed, modern look. “We’re a long-established but highly progressive brand and that is what the new icon expresses.”
Although Nederburg declined to quantify the brand spend, Gous confirmed that it reflected a serious investment on the part of Distell, who was committed to growing the South African wine category worldwide. She said other facets of the campaign to support Nederburg’s growth aspirations would go live from the beginning of next year. These included dramatically different above-the-line and digital communication, as well as a fresh new approach to in-store merchandising.
Original article appeared in Export & Import South Africa’s January 2016 issue.