Today I attended an interesting Nederburg event held at MOMA Gallery on Buitengracht Street, to create awareness for new labels for the wines in the Nederburg range, as well as a new TV commercial. The new pay-off line for the brand is ‘There’s always a story in Nederburg‘.
We met for a glass of sparkling wine, and for many it was the first opportunity to catch up from the New Year. I met Rufqah Waggie for the first time, who works on the Nederburg PR account at De Kock Communications. I also had not seen William Baldie in a long time, who now works on the Nederburg brand at Liquorice, a Social Media agency.
We were welcomed by charming Melissa Diedericks, the Marketing Manager of the Nederburg brand. She explained that the new logo, the new pack design, print advertising, in-store promotions, the website, and the new TV commercial have a sensory focus, rather than a cerebral one, sparking curiosity. The design has been developed to appeal to the local and the international Nederburg drinkers. She said that it is a new chapter for Nederburg, aimed at rediscovering the brand, and bringing its next chapter alive. The new brand packaging features the brand crest more prominently, highlighting Nederburg’s heritage, pedigree, and sophistication across its range. It better pulls the different Nederburg sub-brands together. Nederburg has shown strong international sales growth, especially in well-established markets such as Germany.
In the next section of the Gallery they had created eight stations, each with a unique food and Nederburg wine pairing. Not all the Nederburg packs have new labels yet, the balance to be completed later this year. We were advised to not be more than five persons at a station, and to leave the ‘In the Beehive‘ station for last. Lighting was not ideal, and I was able to photograph some of the dishes as they left the kitchen, in better light. We were also invited to view the TV commercial on a large screen. A booklet explained that there was significance in setting up eight sensory stations, which were the following:
# ‘By the Sea‘: chilled fresh oysters topped with trout roe pearls were paired with Nederburg Two Centuries Sauvignon Blanc 2014, the flagship varietal collection of micro-cuvées. The decor was glass jars of shells.
# ‘In the Vineyard‘ had a green backdrop, and a table with a deconstructed Waldorf Salad, being bowls of celery, apple, raisins, pecan nuts, and a dressing, which one could put together in a glass jar. It was paired with Nederburg The Winemasters Riesling 2015, for which we saw the old and the new pack design. The Winemasters is the core collection of Nederburg wines.
# ‘In the Orchard‘ was a bizarre installation, with a blue chirping budgie in a cage, and the table laid with platters of brûléed goat cheese, apricot, and almonds, with dried fruit and almonds on the table too. This was paired with 56Hundred Chenin Blanc, a wine sub-range ‘for everyday fun’.
# ‘At the Fair‘ was a fun installation, which looked like a children’s party, with pink and white balloons, a red and white striped table top, with suckers, as well as platters of beetroot tarte fine, raspberry and orange vinaigrette, and fennel. This was paired with Nederburg Rosé 2015, as well as a specially prepared slush made from lime juice and Rosé.
# ‘In the Forest’ was decorated with small trees and massive mushrooms. The wild mushroom and truffle risotto balls dusted with biltong were excellent. This dish was paired with Nederburg Baronne 2014, a blend of Cabernet Sauvignon and Shiraz.
# ‘At the Bull Fight‘ was introduced with a waiter wearing a sombrero and a saber was visible too, linking to the Nederburg flagship Ingenuity Spanish-style Red 2012, a blend of Tempranillo and Graciano. The wine had been paired with Tomato Bruschetta topped with chorizo, green olives, and smoked paprika mayonnaise.
# ‘Rose Garden Afternoon‘ was understandably pink, all feminine, with strings of pearls, a lace umbrella, and platters of Turkish Delight. A tiered stand with tasty mini roosterkoek, blue cheese, and rosé preserve was available too. This was paired with Nederburg The Beautiful Lady 2015, which is part of the Heritage Heroes range, and pays tribute to Ilse Graue.
The TV commercial is very abstract, nothing like the previous one with former Nederburg cellar master Razvan Macici throwing the tasting glasses on the floor until he finds the perfect wine! It is gentle, moody, very low-key, with almost no wine or branding in it! I found it hard to understand, and to link it to Nederburg.
Global Nederburg Marketing spokesperson Dè-Mari Kellerman explained: ‘Wine communication doesn’t have to be prescriptive or technical. It can be evocative instead and take people to places where they are reminded of moods and emotions, scents, tastes and textures’. The revised brand packaging, with the slanted logo which had been used for the brand in the past but now created in a more modern fashion, was created by designer Anthony Lane. It has improved the brand visibility on the shell, added Kellerman.
The TV commercial will begin flighting on 22 February, on SABC 1, 2, and 3; M-Net, Mzansi Magic, SuperSport, and Food Network.
Disclosure: We received a beautiful Nederburg-branded black leather notebook with our media pack.
Nederburg, Sonstraal Road, Paarl. Tel (021) 862-3104. www.nederburg.co.za Twitter: @Nederburg
Chris von Ulmenstein, WhaleTales Blog: www.whalecottage.com/blog Tel 082 55 11 323 Twitter:@WhaleCottage Facebook: click here