Tag Archives: wine marketing

Brampton Wine Studio brings its wines to its market

I was pleasantly surprised to stumble upon the new Brampton Wine Studio in the heart of Stellenbosch, a small space with the most attractive interior design, which had been done by Nica Design Studio, and which opened two months ago.

Brampton is a Rustenburg brand which was recently taken over by DGB Wines.  Its marketing strategy is to bring its wine range to the market, and to not expect its market to find its wines on a farm.  The bottom end of Church Street has become trendy, with a Vida e Caffè, the Dylan Lewis gallery, the Dorp Street gallery, a pearl shop with the most unusual decor, and the very good De Oude Bank Bakkerij, and Brampton’s Wine Studio adds a touch of class to this collection.   The Brampton capsules and the wine labels were redesigned when the brand went to DGB, I was told by charming and informative Manager Harry Joubert. 


A blackboard covers one wall, and in a funky handwriting details the cost of the tasting (R25 for 5 wines), that delivery of the wines to anywhere in the Western Cape is free of charge, and that food is served, being different dishes every day.    Dishes available on the day that I visited were a salami, guacamole, peppadew, and feta wrap, and a mushroom potato bake, both served with a salad and costing a most affordable R35.  A platter of five cheeses with biltong, grapes and figs costs R57.    The blackboard section about the food is not very visible, so it was a surprise to hear that food is served, and is worth asking for.      The mushroom and potato bake was served with a material serviette and stylish cutlery, and one sits at wooden tables with trendy black plastic chairs with a ‘woven’ look. Origin coffee is used to make coffees, the cappuccino machine still being awaited.

Harry told me that the Brampton wines are made from grapes which come from Elgin, Paarl and Stellenbosch, and that each variety of Brampton is made by a different DGB winemaker.  All the Brampton winemakers get together, however, to ensure consistency in brand character.   The company is very focused on reducing its carbon footprint, and that is why there is little paper in the Tasting Studio, all information being on the blackboard, and what is printed is done so on recycled paper.   Local suppliers are used as far as possible.   The Brampton wines are very affordable, the 2010 Rosé costing R39,95; the Sauvignon Blanc 2010, Chardonnay 2010 and Viognier 2008 costing R49,95; and the Cabernet Sauvignon and Shiraz, both 2008 vintages, costing R54,95.   I had a small glassful of Sauvignon Blanc, and loved its fruity and refreshing taste on a hot Stellenbosch day.

I love what DGB has done with Brampton in Stellenbosch from a marketing perspective, and also its modern classy design.  It will be interesting to see if the wine consumer will buy wines from a ‘tasting shop’, rather than from a wine estate.   Hats off to DGB for doing something new and different in wine marketing! 

Brampton Wine Studio, 11 Church Street, Stellenbosch. The Order Form does not list their street address in Stellenbosch.  Tel (021) 883-9097.   www.brampton.co.za (The website has no reference to the new Brampton Wine Studio, and does not seem to have been updated since the take-over by DGB).  Monday – Friday 10h00 – 19h00, Saturday 10h00 – 14h00.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com  Twitter: @WhaleCottage

SA wines fastest growing in UK

South African wines are the fastest growing in the United Kingdom, and make up a market share in volume of 12,3 %, as measured by A C Nielsen.  

South Africa has the 4th largest market share, on a par with that of France, and follows Australia and the USA.   Wines priced R 60 – R 84 grew by 15 % in value in the past year.  Those costing between R 84 – R 120 increased by 27 % in sales value, and South African wines costing over R120 grew by 43 %, even though they have a small market share.   South Africa’s top-selling brand in the UK is First Cape, which increased by 80 % in sales volume and by 73% in sales value.   Other strong South African brands are Kumala, Arniston Bay, Two Oceans and KWV. 

Wines of South Africa (WOSA) CEO Su Birch is expecting growth of 10 % of South African wine sales in the UK in 2010, if the Rand does not strengthen “materially”.

South African wines also performed well in Sweden (18 % increase) and in Canada (11% increase), while sales in the Netherlands, Germany and the USA were on a par with the previous year.

WOSA is an industry-funded body marketing South African wines generically internationally.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com

Wine marketing will be hit by Liquor Act

Wine marketing will not be the same again if the planned provisions in the proposed amendment to the Western Cape Liquor Act and Regulations are introduced.   However, some changes are positive.

Wine.co.za reported about the implications the “stern regulations” for wine estates in South Africa, as well as for persons selling wine, or just collecting it.

The proposed regulations give municipalities a greater say in wine marketing, with wine licence applications costing R 1 000 for the application alone, R 2 000 for the granting of a wine licence, and R 4 000 per annum for the renewal fee.

The new Act, according to Danie Cronje, of Cluver Markotter Incorporated, and a speaker at the recent South African Wine Tourism Conference, demands that wine estates must have a licence to produce wine – previously they needed it to sell wines.    The new Act only exempts garagistes who make wine for themselves and do not plan to resell it, from the licence.   Producers who use other producers’ wine cellars will also have to apply for a licence, as will wine estates who sell their stock to existing licence holders, such as hotels, restaurants and liquor stores, currently being exempt from a licence requirement.  

The article refers to the Act allowing wine estates to now charge for winetastings, but this has been done for some time now.   The winetasting times are subject to the  municipal regulations.  So, for example, it is proposed that liquor stores, wine shops and supermarkets be allowed to open from 9h00 – 18h00, while restaurants, hotels, clubs and pubs can trade from 11h00 – 2h00, if they are not in a residential area, where the trading time is reduced until 21h00.   

Licence applications will also have to be advertised in local newspapers, displayed on the premises, and submitted to the municipalities and ward councillors, the Act proposes. 

Wine estates may not sell more than 30 litres of wine, 10 litres of spirits, or 100 litres of beer per day to a person who does not have a liquor licence.   It would also be an offence to have more than this quantity of liquor in one’s possession, even in one’s home, a major knock for wine collectors, who would be forced to get a liquor licence as well.  

One good aspect of the proposed legislation change is that supermarkets may sell wine up to 16,5 % alcohol content, compared to 14 %, once the legislation is passed.   Also, wine sales on Sundays in supermarkets could also be allowed, subject to municipal approval thereof as to the trading days and hours. 

Another positive aspect of the Act is that open bottles of wine may not be transported, and one may not drink alcohol and drive, with heavy fines to be implemented.

Cronje has recommended to the wine industry that liquor licence applications should be done before the new Liquor Act is legislated, because it will become a more cumbersome and expensive process once the Act is legislated.

Whale Cottage Portfolio: www.whalecottage.com