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Distell repackages Nederburg range to emphasise brand heritage

Published:  19 October, 2015

Distell, the South Africa-based wine and spirits producer, has repackaged its award-winning range of Nederburg wines.

The redesign is primiarly aimed at underscoring the brand's premium credentials.

The company also believes the new look will create a clearer and more defined presence for the brand either on shelf in retail or on the back bar.

In particular, the Nederburg crest now has greater prominence, emphasizing the brand's heritage and personality, and a new slanted label has been introduced to ensure the brand stands out from its competitors.

Sarah Gandy, international marketing manager at Distell, said: "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."

Nederburg winery

Awards for Nederburg in 2015 include one gold each at the Decanter World Wine Awards and the International Wine Challenge, and three golds at the International Wine and Spirits Competition.

The new packaging will be rolled out from December in all major stores and on trade accounts in the UK.

Nederburg is also launching a Spanish red blend as part of its flagship Ingenuity collection.

The current Ingenuity SKUs, which include an Italian red blend and a white blend, are both currently available in the UK through Matthew Clark.

In other news. Andrea Freeborough is taking over from Razvan Macici as Nederburg's cellar master.

Freeborough worked under Macici as Nederburg's white wine maker before heading up Die Bergkelder.

Macici has been promoted to become Distell's head winemaker.