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MARKETING: Nederburg's Warmer Face

 



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Nederburg, one of South Africa’s biggest wine brands and certainly one of the few to defy the persistent downturn with good growth both domestically and globally, is taking a bold, long-range view by revitalising its brand look, architecture and communications to present a more definable face to wine lovers worldwide as it gears up for the next phase in its development.

A reorganised brand tiering will introduce a new luxury level, as well as several more collections, phased over the next few months, with each tier driven by a different customer need or occasion. Packaging is being revamped across the brand and new labels have been designed to create more clarity of distinction between each tier, so trade and consumers can better appreciate their differences.

Throughout, the trademark Nederburg epaulette has been given a more compact, less angular look and the brand’s coat of arms has been given greater prominence to highlight the winery’s heritage and award-winning reputation, while creating stronger shelf impact.

Lynette Harris, global marketing manager for the brand, said: “Nederburg’s award-winning reputation gives confidence to those who enjoy wine but who don’t necessarily immerse themselves in the details of winemaking. At the same time, continual innovation keeps wine connoisseurs interested and loyal to the brand.

Our intention is to maintain and grow the support of these key audiences but we also want to do so in a way that is more welcoming, while still very much retaining Nederburg’s stature and credentials of excellence. As one of the country’s most established brands, we have the expertise, resources and infrastructure to capitalise on the exciting opportunities in markets around the world, as more people turn to wine as their beverage of choice”.

The brand’s new payoff line, Mastering Wine, was intended to resonate with all winelovers, she said. “For the winemaking team, mastering wine is an ongoing pursuit. They can never rest on their laurels because there is always more to be learned and applied. For connoisseurs, there are always new wines and ideas about wine to be discovered and for regular winelovers there are always new tastes and new ways of enjoying wine.

The idea is to encourage everyone to relish their encounters with wine at whatever level of engagement suits them.”

She confirmed that with the restructuring of the range and the launch of new tiers, Manor House was being withdrawn from the local line-up but would still be available in selected export markets.

Each of Nederburg’s major off-shore markets would carry a selection of the tiers offered locally, she said. In addition, a Fairtrade-accredited collection called Fair Selection, would be sold in some of these markets.

She confirmed that in time, the new look would also be applied to Nederburg’s Private Bin wines sold exclusively on the annual Nederburg Auction.


 
 
 
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