"We took a long hard look at our brands," says marketing manager Robert Reidel. "We spoke to the experts, commissioned research, analysed our wines in terms of performance, look and price and conducted blind tastings to really understand how our cellar compares to others in the industry. Because the market changes constantly, we had to reassess where our brands fit in.
It has launched its "Small Berries - Big Taste" campaign capitalising on the bush vine growing method, which sets this district apart from other vine growing areas of the Western Cape. These dry land vines are only tamed by pruning: no trellises interfere with the natural landscape and the soils, micro-climates and location create the ideal terroir.
The wines created in this natural way have ripe tannins, concentrated aromas and a flavour that is unmatched in its enjoyment. Yields are lower but the complexity and structure in the smaller berries bring intense colour, more body and achieve a natural balance. "We realised that what set us apart was the method of growth which is eco-friendly and requires little human intervention, which is important to our consumers," concludes Reidel.
