Road ahead

Swartland Winery enters the second half of 2011 with an optimistic viewpoint on local sales. Our volume and value share of the market continue to grow across all channels, with particularly good growth in the retail sector as the On Trade continues to bear the brunt of the economic “shyness” of consumers. Gauteng continues to spring pleasantly surprises on us as the sweeter styles of wine continue to find favour in this part of the country. It seems old habits die hard with our fans! September should see the launch of our major national campaign for 2011/2012, the MySwartland campaign. This will see us showcase the diverse range of experiences and things to do, food and wine, people, and events that makes the Swartland region so unique. In doing this, we are asking consumers to tell us how they view “their” Swartland experience via an interactive and multi-platform media experience. In-store promotions will follow the PR launch with extensive opportunities for consumers to interact with the brand and region available.

Swartland takes ownership of the Bush Vine

We often make reference to Bush Vines on our labels and in our marketing literature, but it appears that it may be worthwhile for us to clarify what we mean when we mention this type of vine.

Bush Vines are the predominant vineyard technique in the Swartland region. There are of course trellised vineyards as well, but it is the Bush Vine stock that tends to dominate conversations about expressive and stylistically strong wines.

By their nature, Bush Vines are more labour intensive to farm, crop at a lower level, develop smaller and more intense berries as a result, and are rarely sprayed due to the ineffectiveness of spraying into and below the plant. This leads to a demand for Bush Vine grapes as their fruit intensity is usually higher when compared to trellised grapes, and the subsequent wine quality considered better.

In the main, older Bush Vines attract high prices compared to trellised stock. This is part of our reasoning for launching the Bush Vine range of wines.

The Swartland and Eagle’s Crest Pinotage, Chenin Blanc, and Cabernet are mostly from Bush Vine stock.

Swartland Winery – New Bush Vine Range Released
 
The Swartland Wine Region is known for its sweeping vistas, baking summers and increasingly, exciting and innovative wine styles. Swartland Winery, the biggest winery is the region, have released a new addition to their list, the Bush Vine range. Famed for the large numbers of Bush Vine vineyards that exist in the farms of the Swartland region, Swartland Winery have literally returned to their roots with this range, as all of the wine for the range comes from old Bush Vines.

As a vineyard technique, farming with Bush Vines has its reward in the quality of fruit. The lower crop found on the plant, and tiny berries on tight, firm bunches, results in smaller yields per hectare than trellised vines, which means that Bush Vine wine is sought after for its added complexity, and increased depth and breadth of flavours.

Swartland have selected six varietals that will be included in the new range, however for the launch, only four wines have been made to ensure that the quality level is maintained. “Good quality Sauvignon Blanc and Chardonnay was hard to come by this year”, says Cellarmaster Andries Blake, “So for this reason the wines released this year are a 2011 Chenin Blanc and 2010 vintages of Pinotage, Shiraz and Cabernet Sauvignon.” This quality driven approach will be the message that the Bush Vine range will deliver, with block and barrel selection playing primary roles in dictating style.

New elegant and sophisticated gold on black label, and a simple Bush Vine motif, completes the package for this exciting new range.

New look for Swartland Winery brand
 
Swartland Winery has introduced a brand new look with the traditional design making way for a more contemporary, cleaner and sharply elegant version. The iconic image of the Cape Dutch home has been part of the Swartland brand for over 15 years and is again prominently featured. The elegant new Swartland logo is displayed in bronze and black and the legend “Home of Bush Vines” reinforces the celebrated feature of Swartland’s wines where the small berries of the traditional bush vines are selectively used to enhance the flavour and ensure a consistently high quality throughout the family of wines.

The new range is designed to appeal to a broader wine audience and marketing superior quality product at a competitive price will play an important part in the brand’s success.

My Swartland

To coincide with the new brand image Swartland will be launching a refreshing new marketing campaign, investing in in-store activities with various key partners in the local market.

From end September 2011 Swartland Winery will be celebrating “My Swartland”. The campaign will run for 18 months and will focus on the Swartland region, its people and the peerless range of wines it produces. The social media stream will be used as a communication platform and will be heavily supported in-store with striking displays.

The campaign will highlight what makes the Swartland region so different to others. The warmth and hospitality that is hard to beat – the unique and unspoilt terrain – the variety of excellent wines that are produced in the area, and garner awards worldwide. All this and more that make up “My Swartland”.

New cultivars from Swartland Winery

A key factor that Swartland Winery will be focusing on, is the character of the niche cultivars that flourish in the Swartland area and it is these pockets of excellence that are skilfully used to craft top quality wines in limited volumes and under special brand names like Winemaker’s Collection.

When the winemaker puts his signature to a special range you know that these are wines of distinction. None more so than the two additions to the Winemaker’s Collection range:, Barbera and Viognier are two speciality wines made in very limited quantities. Crafted lovingly by red winemaker Corrien Geleijnse, they promise to be collectors items as less than 800 bottles are available.

The 2010 Viognier is a full bodied wine with a golden colour that boasts upfront apple and apricot flavours on the nose and palate. A soft, rounded, creamy mouth feel with a soft, lingering fruit finish that completes the wine perfectly. Originally from the Rhône Valley in France, this sought after cultivar has become extremely popular.

Richly rewarding are the two Barbera vintages: 2008 and 2009. The older vintage was aged in small oak barrels for 28 months which has created a soft and round wine, with a full, dark cherry and spice fruit nose, and an elegant rich dark fruit finish. Whilst the 2009 vintage spent 18 months in oak and is slightly lighter in style. It shows dark cherries on the nose, soft, lingering tannins on the palate, with a rich blackberry and toasty oak finish.

These exceptional wines are only available from the Swartland Winery cellar door.

Totally D’Vine!

Eye catching, easy drinking, value for money and with all the quality that the Winery is renowned for here’s a wine that is the any occasion, every day accompaniment to a meal, a get- together or simply to quaff when the need arises.

Packaged in the new environmentally friendly, ultra light bottles, the screw cap makes this a bottle that is easily transported to those outdoor gatherings that make socializing so pleasurable. Picnic or party this is a wine that will travel anywhere with you.

This unpretentious new range offers a Red, a blend of Cabernet / Merlot with a delicious berry flavour, think cranberry, blueberry and raspberry and you’ve got those deliciously small berries rolling off your palate. The fruity White is a blend of Chenin Blanc/ Sauvignon Blanc and has a delightful crispness overlaid with typical tropical guava, passion fruit and underlying citrus blossom flavours. For those who love a pink wine, then the Rosé is a delicate tipple with strawberry colour and fresh berry flavours on the nose - a wine to enjoy over a lunchtime gathering or for an evening of sunset and romance!

Simply perfect for the summer months and beyond, D’Vine is a range that will appeal to a price conscious consumer who is looking for excellent quality. With its contemporary packaging this wine is a great accessory for the vibrant, busy and easy going lifestyle.