The Vergelegen Wine Estate, with a history spanning over three centuries, has revamped its wine ranges and introduced new labels to better represent its renowned portfolio.
The number of wines has been reduced from 17 to 10 to focus on standout wines and enhance brand understanding. The new labels, reflecting the estate’s commitment to sustainability, are designed to keep the brand fresh and competitive.
The rebranding, a three-year project led by the estate’s managing director Wayne Coetzer, involved collaboration with various experts and aimed at both local and global markets.
“The intention is to portray this remarkable estate, appeal to both established and new wine lovers, and ensure ongoing success in a dynamic, highly competitive industry,” he pointed out. “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 include:
- Heritage range: Florence Rosé, Wild Winds Sauvignon Blanc, and Mill Race Red Blend, priced between R150 and R180.
- Reserve range: Cap Classique, Chardonnay, Merlot and Cabernet Sauvignon, priced between R330 and R400.
- Estate range: Estate White and Estate Red, priced at R375 and R550.
- Icon: V, available by allocation only, priced at R2 000.
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.”
The design inspiration comes from the estate’s rich history, natural beauty and sustainability efforts, including the largest privately-funded alien-vegetation clearing project in South Africa. The labels feature illustrations of the estate’s iconic features and are printed on 100% recycled paper. The newly packaged wines are available online and at the estate’s tasting room.
