With phenomenal growth since its launch in 2009, 4th Street remains a popular, unpretentious and yet sophisticated wine brand.
Global Marketing Manager, Eliska Botha, says if one considers that 4th Street is only distributed in South Africa and selected African countries, being named the top growth brand ahead of widely internationally available brands, is quite an outstanding achievement.
“When we launched 4th Street we were determined to break from tradition and focus on a consumer who is new to wine yet demands quality. By engaging with the next generation of wine drinkers we set out to create accessible, delicious wines at an affordable price with eye-catching packaging.
“These millennials are shaping the market currently and we were able to cut through the beer-dominated South African landscape with enormous success. “
Originally launched in 2009 with only a Naturally Sweet Rosé 750ml and 1.5L pack, the brand expanded in 2011 to include a bag-in-box for the Rosé as well as a Naturally Sweet Red and Naturally Sweet White in 750ml and bag-in-box.
“It’s important for wine brands to consider how they engage with consumers. The vast number of brands on shelf is overwhelming for those new to wine, so too is the taste profile and intimidating wine-speak.
“We’ve simplified the enjoyment of wine and gone back to the basics of our wine offering with fewer variants to choose from, accessible pack sizes for all occasion enjoyment and quality that continues to surprise and delight consumers.”