Teaching An Old Zebra New Tricks

The Perdeberg wine range has been radically updated and redesigned. From its original, conservative and rather recessive look, the new label is striking, bold and utterly contemporary. This is a significant intervention and part of Perdeberg’s strategy to convert more of its production into premium branded wine sales in both South Africa and its international markets. ‘The one with the zebra’ is growing up and not only taking responsibility for its own wine brand but also working with CapeNature’s conservation and protection programme for the Cape Mountain Zebra.

 

It was time to change. Perdeberg has been around for many years and the original label for the main wine range has barely changed in that time. Considering how widespread Perdeberg’s sales are in major supermarkets and off-licence retailers in South Africa and given that there have been so many sweeping changes to wine label design generally, Perdeberg was beginning to get seriously lost with its old look. The wine has always been consistently good but when wines compete for space and attention on the shelf, Perdeberg’s old label was not doing the wine any service. Various comments from the trade and from consumers, together with some research, convinced Perdeberg that the old label was in dire need of a facelift.

 

Everyone knows that labels say a lot about origin, style and character as well as the brand. Labels also allude to pricing levels and they either capture the buyer’s attention or they do not. With Perdeberg’s new label, which features a bold image of the Cape Mountain Zebra, the wine group is making a bold statement about its brand and also using the opportunity to highlight its work with CapeNature. It is giving public gravitas to Perdeberg’s commitment to protecting the natural environment. “This is not some fad”, says Gerhard van der Watt, Perdeberg’s CEO. “This initiative is a tangible expression of our culture of doing business responsibly and with care for our environment. We pride ourselves on our commitment to help conserve the Cape Mountain Zebra.”

 

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Cape Mountain Zebra

 

The Cape Mountain Zebra is almost entirely endemic to the Cape Floristic Region in South Africa and is a threatened species. Perdeberg Winery is located in the heart of this region near the Paardeberg mountain, a range formerly inhabited by Cape Mountain Zebra. Proactive conservation efforts have brought about a steady recovery and it is estimated that there are 4 000 Cape Mountain Zebra now thriving in the region.

 

CapeNature’s Executive Director: Biodiversity Support, Dr Ernst Baard, says: “By getting involved in the Cape Mountain Zebra project, Perdeberg had shown a long-term commitment to assisting CapeNature’s biodiversity conservation efforts in the Western Cape. We welcome the association and look forward to working with Perdeberg on this conservation project for many years to come.”

 

Due to the close heritage link between the company’s origin, name and logo and the Cape Mountain Zebra, Perdeberg has decided to highlight the plight of the Cape Mountain Zebra by donating its cause space on their label. This implies that thousands of consumers will be able to consider their position in supporting a noble cause while they enjoy a glass of quality wine.

 

 

Perdeberg Wines

 

Perdeberg offers an estate quality wine for everyday drinking pleasure at an affordable price. The new label will give consumers not only the satisfaction of a great wine but also a good feeling about contributing to the conservation of Cape Mountain Zebra.

Varietals

  • Chenin Blanc
  • Sauvignon Blanc
  • Chardonnay
  • Soft Smooth Red
  • Cabernet Sauvignon/Merlot
  • Merlot
  • Cabernet Sauvignon
  • Pinotage
  • Shiraz
  • Sparkling Chenin Blanc
  • Sparkling Rose

 

With this new label, Perdeberg is more than just a wine bidding for attention because it has the kudos, the history and the pedigree. It’s been around since 1941 and the winery consistently wins awards in major wine competitions all over the world.
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By | 2014-07-24T12:31:32+00:00 July 24th, 2014|Press|Comments Off on Teaching An Old Zebra New Tricks