March 16 2016  |  Spirits & Tobacco

Nederburg builds global travel retail profile

By Wendy Morley

Nederburg is putting considerable effort into establishing itself as a travel retail stalwart

Active in global travel retail across many geographies, Nederberg winery is unveiling its sophisticated new packaging this year to coincide with its new communication campaign that amplifies both its heritage and progressive outlook, emphasizing its blend of Old World traditions and New World innovation.

Nederburg is one of the most dynamic wine labels in the portfolio of Distell, South Africa's and Africa's foremost producer of wines, spirits and ready-to-drinks, including ciders. Over the past year, the brand has been steadily raising its international presence, while continuing to show growth in some of its most established duty-paid markets such as Germany. Travel retail sales are also poised for expansion.

The brand recently concluded a three-year deal with Scandline's Puttgarden in northern Germany, for example.  Considered Europe's biggest duty-free retailer for wine, it provides an important forum to engage with wine-interested consumers. Nederburg has established an exclusive shop-within-a shop here, where wine lovers can engage with knowledgeable staff, conversant with the brand, its history, range and styling.

The dedicated space has been designed to showcase exclusive offers and to give shoppers the opportunity to taste from the range in a relaxed environment. Branding outside the Nederburg area will be continually updated to reflect the rich visuals from the brand's through-the-line communications with their strong sensorial cues.

"South Africa is being called the most exciting New World wine country by leading tastemakers, from critics to sommeliers," explained marketing spokesperson for Distell Travel Retail, Andrea Baumgartner. "Nederburg is keen to capitalize on the rising interest in the category with an intriguing selection of offerings to appeal to a varied wine audience.  We do so right at the time the brand has joined the Drinks International list of the most admired wine brands globally."

She said the brand would be highlighting its specialty, connoisseur wines in Puttgarden's dedicated Nederburg environment, along with its core collection, The Winemasters. 

Among the luxury wines on offer are the flagship Ingenuity blends, critically acclaimed for taste as much as originality. The Ingenuity White, for example, features eight cultivars, while the Italian-style red combines Sangiovese, Barbera and Nebbiolo, and the Spanish-style red, Tempranillo and Graciano.  The Manor House varietal wines, offered as duty-free exclusives, are sourced from the best-of-best vineyards from which Nederburg draws, via its network of long-standing suppliers.

The individually named Heritage Heroes gourmet wines honor some of the personalities who have shaped Nederburg's history and reputation. Available in top restaurants in South Africa and recently in London too, many of them have been highly ranked by Tim Atkin MW in his annual survey of South African wines.  The 2014 vintage of The Young Airhawk, a wooded Sauvignon blanc, is also a Platter's Wine Guide five-star wine.

Baumgartner said Nederburg was also planning to release its limited edition Vintage Collection wines of optimally aged cuvées exclusively in the duty-free channel to further underscore the brand's pedigree.

She said the brand had also been successfully collaborating with travel retailers in many parts of the world to build awareness, sometimes co-branding with other leading suppliers, including cookware specialists Le Creuset to develop exclusive offers.

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