Vergelegen wine estate, which blends a proud history of over three centuries with innovative viticulture, winemaking and marketing practices, has revised its wine ranges and unveiled a series of new wine labels to optimally communicate and support its famous wine portfolio.
The number of wines has been reduced from 17 to 10 to focus on standout wines and enhance understanding of the brand among wine lovers. New labels will give Vergelegen a competitive edge and contribute to keeping the brand fresh and interesting.
Vergelegen is also renowned for its nature, gardens, trees, and biodiversity, and the new labels reflect the estate’s commitment to sustainable practices in the context of climate change.
Developing and designing the labels – the first design revision in several decades – has been a three-year project, says Vergelegen MD Wayne Coetzer. It has involved considerable reflection and collaboration with heritage, viticulture, winemaking and design experts.
The 324-year-old Somerset West estate’s rebranding programme has focused on both local and global positioning – Vergelegen exports to numerous countries – with guidance from multi-national stakeholders, insights from international market intelligence, and considerations of consumer preferences.
“The intention is to optimally portray this remarkable estate, appeal to both established and new wine lovers, and ensure ongoing success in a dynamic, highly competitive industry,” says Coetzer. “The design update reflects the many attributes that contribute to Vergelegen’s legendary status, and underpins management’s commitment to conserving this special estate for future generations.”
The new ranges are:
Heritage range: Florence Rosé, Wild Winds Sauvignon Blanc, and – after a ten-year hiatus from the market – Mill Race Red Blend. Retail prices are R150 to R180 per bottle. This collection is characterised by delightful drinking experiences and wide appeal among wine lovers. These labels are the storytellers of the wine portfolio – each represents a significant place on the estate. The accessible, versatile styles embody Vergelegen’s warm hospitality.
Reserve range: Cap Classique, Chardonnay, Merlot and Cabernet Sauvignon, with a price range of R330 to R400 per bottle. These medium- to full-bodied red and white wines reflect the rich history and legacy of Vergelegen. Their refined flavours and artisanal craftsmanship showcase the estate’s terroir and varietal expressions. The beautiful illustration of the welcoming front gates at Vergelegen beckons visitors to the farm, either in person or via the exploration of the wines.
Estate range: Estate White and Estate Red (formerly G.V.B. White and Red), R375 and R550 per bottle. These flagship wines are crafted from grapes grown in selected vineyard blocks, and barrel-fermented in French oak. The illustration on the front label is of the beautifully restored manor house, framed by the 320-year-old camphor trees in front of it.
Icon: V, available by allocation only, retails at R2 000 per bottle. Grapes are harvested from prime vineyard blocks reserved exclusively for V, and the wine is produced in limited quantities from exceptional vintages. The first vintage in new packaging is 2019, and the annual global release date will be 1 April, starting in 2025.
Winemaker Luke O’Cuinneagain says: “We have reduced the number of wines to focus on what we do really well. From time to time, we will showcase superlative vintages in our Cellar Project Range, also under new labels. This will lead to more clarity for the consumer.
“Our strategy is to showcase the finest features of this historic estate’s wines, whether they be single varietals or blends, while offering drinkability and accessibility, but most importantly, ageability and uniqueness.”
Design details
Design inspiration was drawn from the estate’s rich history, natural beauty, and commitment to sustainability.
Vergelegen has completed South Africa’s largest, privately funded alien vegetation clearing project, restoring two-thirds of the 3000-hectare property. It was crowned the first Biodiversity and Wine Initiative champion, in 2005. The estate is self-sufficient for all water requirements, and the hilltop winery building is solar-powered. The estate also plants 1000 trees annually.
The design team has softened the signature octagonal shape of the labels, which was inspired by the historic Octagonal Garden adjoining the homestead.
Vergelegen commissioned illustrators Linda Smal and Rohan Etsebeth to portray characteristic features of the much-loved estate. Artworks incorporate the finely restored manor house, water mill, camphor trees, farm gates, Octagonal Garden, the surrounding Helderberg mountain range, a hilltop lookout point, and camellia collection – the estate is home to the only International Camellia Garden of Excellence in Africa.
The Heritage and Estate ranges are vegan-friendly and printed on 100% recycled paper. Packaging is fully recyclable.
“Our strategy has been to craft an evolution that is true to the essence of this extraordinary property. We are confident that these enhancements will bolster the efforts of our sales teams, stakeholders, and industry peers,” says Coetzer.
“It is essential that we innovate and refresh if we are to entrench South Africa’s reputation as a premium wine-producing region. Considered adaptation to market trends can increase economic opportunities for local wine producers and foster greater appreciation of South Africa’s rich viticultural heritage and flavour profiles.”
The newly packaged wines are available now via Vergelegen’s online shop, and the tasting room at the estate. Visit www.vergelegen.co.za or email [email protected].
Note to editors
The following wines are discontinued:
Single Vineyard Sauvignon Blanc (Schaapenberg vineyard);
Shiraz Premium and Shiraz Reserve;
Semillon Reserve; and
The Vineyard Range (The First Thought, The Mistake Merlot, The Last Word).
Captions:
1 – The Heritage Range represents the rich history of Vergelegen. The Mill Race name refers to the original mill on the property (circa 1700) and the furrow that channelled water to the mill to turn the wheel. Remains of the mill can still be seen in the heritage precinct of the farm. (Mill Race Red Blend.)
2 – The Reserve Range showcases the geographical location of the property, while the open gate invites wine enthusiasts to experience Vergelegen first-hand. (Merlot).
3 – The Estate Range label illustration reflects the historic homestead and camphor trees. (Vergelegen Estate White.)
4 – Vergelegen MD Wayne Coetzer (left) and Vergelegen winemaker Luke O’Cuinneagain toast the success of the new wine range.
5 – Design inspiration was drawn from Vergelegen’s rich history and natural beauty.
6 – Vergelegen’s new wine labels are geared to optimally portray the remarkable estate, appeal to wine lovers, and ensure ongoing success in a dynamic, highly competitive industry.