Distell has launched a distinctive new packaging design for its Nederburg range of wines.
The new look has been developed to reinforce the brand's premium credentials, heritage and personality and provide clearer standout on shelf in retail and on the back bar. Although the wine quality remains consistently high, there are a number of core design elements that have been altered and improved. The Nederburg crest has been given greater prominence on the bottle and a unique slanted label is used across the range, ensuring the brand is clear and recognisable amongst its competitors.
Nederburg's core range includes 1791 and 56 Hundred, while the heartbeat of the brand remains The Winemasters. The collections quality has been reinforced by its branded bottle which has the crest embossed onto the front and logo on the back.
International Marketing Manager at Distell, Sarah Gandy commented: "The new packaging has been introduced at a key time in the business. Worldwide, we are delivering double-digit value and volume growth, year-on-year. To capitalise on this momentum we have refreshed our look to reflect our excellent quality and to give clear recognition of all the tiers that are represented in the Nederburg range."
"In a competitive category, the changes have been made to appeal to both new and existing drinkers to ensure the sustained growth of the brand. We are confident that the new packaging will help take the brand to the next level and achieve our goal to become the leading premium brand in South Africa and the first South African wine choice in our other key markets."
Alongside the pack refresh, Nederburg has also launched its long-awaited, richly-fruited and plush Ingenuity Spanish blend. The new blend forms part of the brands flagship Ingenuity collection, which is the showcase for the winery's most innovative and original wines. The current Ingenuity SKUs, a 3 way Italian red blend and 8 way White blend are both currently available through Matthew Clark in the UK.
There have also been changes to the team this year as Razvan Macici, former Nederburg Cellar Master, has been promoted to Distells head winemaker. Taking over his role is the extremely talented, Andrea Freeborough, who spent four years under Macici as Nederburg's white wine maker, before becoming the head of Die Bergkelder.
The new packaging will be rolled out from December in all major stores and on trade accounts in the UK.
