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MARKETING: Zevenwacht's Consumer Talk

 



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WITH a novel design that creates a subtle message, the Zevenwacht Lifestyle range’s new labels talk to the consumer by reflecting the environment in which the grapes are grown and the varietal profiles of the wine in the bottle.

The 7even range, which includes the 7even Blanc, 7even Bouquet, 7even Rose, 7even Rood and the 7even Pinotage, has new labels which highlight the farm’s commitment to the preservation of the rare and endangered flora and fauna within its conservancy including the endangered Aristea Lugens plant, the rare Ribbok and the farm’s membership of the Biodiversity and Wine Initiative symbolized by the sugarbird.

These elements are common to all the wine labels in the range forming the horizontal top of the figure 7 . Each individual wine within the range has variants in the design of the label which reflect the aromas and flavours of the particular wine, namely berries , citrus, figs , chocolate or coffee.

According to Zevenwacht’s Denise Johnson, the unique design of the labels enables the consumer to appreciate the particular flavour characteristics of the wine by glancing at the simple symbols which make up the label . “They are thus able to make their buying decision based on their preference.”


 
 
 
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