Nederburg, one of South Africa’s most awarded and internationally admired wine brands, has come to market with a radical new reset intended to reach a new generation of wine lovers, as it cements ties with its substantial and loyal existing support base.
Its dynamic and multipronged new marketing campaign, designed for a new time in wine, goes live this month (June). The refreshed, warm and welcoming positioning includes an all-new look and vibrant in-store, on-consumption and online communication.
Nederburg’s move comes just as market observers worldwide are noticing the emergence of new green shoots within the global industry after some years of contraction. They are seeing the start of greater numbers of Generation Z consumers, now employed, entering the market. Young women in particular are benefitting from improved access to jobs and greater earning power.
The brand was acquired in 2023 by HEINEKEN Beverages and is the premium crown jewel in its wine portfolio with a history going back to 1791 and a long award-winning legacy. It is also a WWF Conservation Champion. It enjoys a robust reputation both in South Africa and abroad, where it is sold on every continent and in over 80 countries, prompting some to call it the country’s “most widely travelled name in wine”.
And now, to maintain the brand’s front-ranking status, HEINEKEN Beverages is putting its clout behind the long-loved Paarl winery. Explains wine category leader, Kavir Gangiah: “It we are to retain and enhance our relevance and resilience and be a substantial presence when the upturn comes – as it will – it is essential to be where wine lovers will readily find us and to communicate with them in a way that resonates with their wants and needs while staying true to our long-established history and heritage.”
Baronne, Nederburg’s most popular wine in South Africa, is the first to carry the new livery that infuses the brand identity with more appeal and warmth. The new look, to be rolled out across the various tiers, will also give greater prominence to Nederburg’s signature red colour, while significantly raising shelf-standout. Says brand manager Nipho Shongwe: “It’s immediately recognisable as Nederburg but stylistically is presented with greater flair and friendliness to show what a welcoming, free-spirited brand we are, whomever and wherever you are.
“Our messaging makes clear that Nederburg is ‘Yours to Explore’. It rises to any occasion with trusted quality, deliciousness and very fair pricing. And we are encapsulating that message with the tagline: ‘There is a table waiting for you in places you can't even imagine.’ We are bringing the line to life across retail storytelling, influencer content, and a national competition that invites consumers to explore with Nederburg in both off- and on-consumption outlets and online.”
To underscore this idea, the brand has commissioned a cloth design for retail, on-consumption and digital activations, including Instagram, other influencer content and a consumer competition, offering a grand prize of a luxury travel experience worth R100 000. “It’s a springboard for consumers to each tell their own table story in their own way.”
The bespoke red cloth features several icons that reference key moments in its 200-year-plus history but that also have a wider, more universal resonance. Hot air balloons and airplanes, for example, are associated with some of the winery’s key historical personalities but also highlight both how well-travelled and adventurous Nederburg is. Similarly, anchors link back to the brand’s past but connote stability and a steadfast focus on quality. The crowns are there to spotlight Nederburg’s very long-standing, award-winning reputation. The sun and bees call attention to life, warmth, and sustainability.
"The bespoke travel-inspired cloth is there as a starting point for wine lovers to put their real, digital or imagined table, with their people, in the destination they love, with Nederburg taking pride of place,” she adds.
“We are inviting wine lovers to explore with Nederburg and discover the extraordinary that sometimes lies right under their noses. Some people can afford to travel. Others can journey to new places close to where they live with fresh and adventurous eyes, or they can discover their special place virtually. We want Nederburg to be there with them from a spontaneous picnic on a koppie close by or somewhere with a view of the ocean to a braai, to a street party, to a sit-down special dinner or a virtual visit to somewhere they’ve always longed to experience.”