Here at Vergelegen wine estate, we blend a proud history of over three centuries with innovative viticulture, winemaking and marketing practices, and are excited to have revised our wine ranges and unveiled a series of new wine labels to optimally communicate and support our famous wine portfolio.
The number of wines has been reduced from 19 to 10 to focus on standout wines and enhance understanding of the brand amoung wine lovers. These new labels will give us a competitive edge and contribute to keeping our brand fresh and interesting.
We are also renowned for our nature, gardens, trees, and biodiversity, and the new labels reflect our 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 our MD Wayne Coetzer. It has involved considerable reflection and collaboration with heritage, viticulture, winemaking and design experts.
Our rebranding programme has focused on both local and global positioning – we export 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: This collection is the storyteller of Vergelegen’s rich history, each wine captures a distinct time in the estate’s heritage. The signature octagon shape (now in a softer rendition) remains in this range, standing out on shelf and respecting the legacy of the previous labels.
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 amoung wine lovers. The accessible styles and versatile natures embody Vergelegen’s warm hospitality.
Reserve range: For the Reserve range label design, we aimed to create labels that are unique to Vergelegen and illustrate a definitive sense of place. The image on the front label, drawn by respected artist Linda Smal, showcases the geographical location of the property set against the Helderberg mountain amphitheatre, our vineyards, and the prominence of our wine cellar. The inviting open gate extends a warm welcome to wine enthusiasts, inviting them to experience Vergelegen firsthand, either by visiting in person or through enjoying our wines.
Cap Classique, Chardonnay, Merlot and Cabernet Sauvignon, with a price range of R330 to R450 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.
Estate range: With these labels, our goal was to capture the historical homestead and the magnificent trees and gardens that grace the estate. The manor house and its five majestic camphor trees (which stood out prominently in all our interviews and surveys) served as natural focal points. Naming these wines after the Estate itself felt like the perfect tribute, encapsulating the very essence of what Vergelegen means to our valued customers and stakeholders.
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.
Icon: V, available by allocation only, retails at R2000 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.
We commissioned illustrators Linda Smal and Rohan Etsebeth to portray characteristic features of the much-loved estate. Artworks incorporate the finely restored manor house, 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 now 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 via our online shop, and the tasting room at the estate. Visit www.vergelegen.co.za or email [email protected].