The upshot is a re-energised approach to brand communication, explains marketing manager Jackie Olivier, in a way that will be more accessible, but also more alluring and intriguing.
The campaign, she adds, will seek to amplify the brand’s pre-eminent position and pay tribute to its long-standing history, while meeting changing buying and consumption trends.
From a pack makeover to improvements in wine styling and new look and feel advertising and promotions, it will include a scheduled line-up of novel and appealing influencer, in-store, on-consumption and digital activations. The goal, she says, is to encourage wine lovers to taste, learn and discover. “Our message is that Nederburg, a household name in wine, remains relevant, current and exciting. We have a treasure trove of options that people can explore as they expand their repertoire across a spectrum of price points, all representing exceptional value.”
Roll-out across key markets is scheduled for the rest of this year and next year. These include South Africa, Zambia, Nigeria and Mozambique on the continent. Markets further afield include Germany and selected Scandinavian countries, the United Kingdom, North and South America, and the United Arab Emirates.
To accentuate a tweak in wine styling, a fresher, cleaner look will accent the trademark livery of red, black and gold, and give renewed prominence to the well-recognised anchor symbol. The brand architecture is being simplified with tiering streamlined. A deftly upgraded www.nederburg.com that promises a superior user experience will market these and other strictly limited-release wines.
“The new label will enhance visibility and stature and ensure greater shelf-stand-out. All the heritage and historical cues are there, from the anchor that has been given greater emphasis now that it is set against a red background, to the oak leaf and the crown. The overall effect is one of modernity and precision but in a way that also very much acknowledges Nederburg’s rich and classical tradition.
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“At the apex will be the ultra-premium Private Bin tier that now also includes Two Centuries wines. The first wine in this range to launch, at the end of November, will be Private Bin Two Centuries Cabernet Sauvignon 2017. Super-premium will accommodate the highly successful Heritage Heroes collection (with a very exciting new look launching in 2021). The premium tier just below which comprises the much-loved core of the brand offering, will drop The Winemasters from the name and be marketed simply as Nederburg. The popular premium range will cover Baronne, while the entry tier will include the 56Hundred and Foundation (Lyric, Duet, Rosé and Stein) wines.
“Precision-targeted marketing will emphasise how wine connects us. It will introduce lively, inventive activations and promotions intended to resonate with a new generation of wine lovers and spark their curiosity and engagement. These are people who may not necessarily be conversant with South Africa’s long-standing wine history but who enjoy quality, well-made wines with an unassailable reputation for excellence. We’re driving our message home with fabulous, interesting and useful prizes - from an all-expenses-paid trip to connect with someone important in your life to harvesting and other brand home experiences; connection boxes that invite people to taste, learn and discover; and restaurant vouchers.”
She emphasises that the refreshed styling of the wines is the result of a continually improving understanding of the vines and their location that deepens with each succeeding vintage. “We’ve also listened to what people want and have recently introduced an MCC, the first in the Nederburg range to be made in the traditional méthode Champenoise-style. There has also been huge consumer excitement around wines certified in the Old Vine Project (OVP) register, as well as in fruit grown in the Swartland. Our super-premium 2020 Anchorman Chenin Blanc that’s been partially fermented in amphorae, is made from a combination of Nederburg farm OVP vines and Swartland fruit. Expect to see more equally surprising new wines from us in the future.”
Dating back to 1791, Nederburg has successfully maintained its leadership through many of South Africa’s economic peaks and valleys. “Obviously we are operating in a vastly changed landscape, brought on not only by the pandemic but also global economic turbulence, and we have to be sure to hold our own.
“We want to show that familiarity doesn’t have to breed contempt. On the contrary. As with any relationship, you have to remain invested to keep it vibrant and enticing. That way familiarity becomes reassuring. It can also offer an often-needed safety net for greater exploration. What better way to taste, learn and discover!”
Her view about familiarity is borne out by the extent to which buyers worldwide have favoured the familiar over the lesser-known during the pandemic, whether purchasing online or in-store. “They want what they know. That doesn’t mean they won’t try something new or different, but it must come from a trusted source.”
