Virtual vine 'moms' and 'dads' stand the chance to win an all-expense paid trip to experience a weeklong Cape Winelands adventure, which also includes visiting and spending time at the Durbanville Hills Winery.
Durbanville Hills global marketing manager, Lize-Marie Gradwell says, "The project won recognition at this year's Bookmark Awards, South Africa's annual awards for excellence in online publishing and digital marketing. It was conceptualised and implemented in association with our partner digital agency. It aims to bring the consumer closer to the winemaking process by creating a connection with the plant, fruit and bottled result via a Google Maps satellite view of selected vine blocks that consumers may adopt and follow. As vines develop, adopters receive email updates to view the progress of their vines online. They are informed of factors influencing vine development such as pest control, pruning and the weather, as the vine - and eventually the wine - is gradually shaped by nature and human intervention."
As well as providing a satellite view of how nature is shaping the vines and subsequently the wines, the campaign aims to help educate consumers about the need to protect the endangered Renosterveld, an important family of indigenous plants, which also grow on member farms in the immediate vicinity of the winery.
The winery recently played host to the winners from the first competition, which was introduced in October last year. The four winners, from the UK and Ireland, met their adopted vines in person and learnt first-hand about the art of winemaking from the winemaking team.
To adopt a vine, log onto http://adoptavine.durbanvillehills.co.za.
