29 September 2020
BOLAND CELLAR IS GEARING WITH STRIKING NEW ATTIRE
Amidst the rapidly changing and increasingly competitive global wine trade, Boland Cellar has been going through a strategic regearing process to reposition its stance and range of brands in the international market place. “With this dynamic and challenging reality facing most of South Africa’s wine industry roleplayers, and notably the once traditional wine cellars, we at Boland decided about two years ago that we had to proactively regear our business. We realised that our brands had to retain preference with wine lovers – both in terms of taste and visual impact – to compete effectively internationally. Against the background of our founding ethos of “collaboration” of almost 80 years ago, we want to share this process of transition with our loyal members, clients, the media, and the public at large,” affirms CEO Heini Smit.
The rationalisation for finely crafted rebranding
Since Boland’s formation in 1941, their ethos of collaboration has been at the heart of everything the board, members, and management did. The exceptional quality, style, consistency, and service offered by the Cellar was built on working together with growers, employees and suppliers, talented winemakers, and, of course, nature. Together, they were able to craft outstanding wine for their loyal customers globally.
Boland’s new classic-modern attire, launched with an evolutionary corporate rebranding and artistically refined and elegant logo at the end of 2019, was rationalised as: “The collaborative heart of Boland Cellar, expressed as ‘Together in Collaboration’, has been the key to success to date. Our new logo illustrates the key concept of the nine bold farmers that came together in 1941.”
Changes in wine ranges and brands
Our New MCC: Wine enthusiasts would love to know that we set the scene for celebration in anticipation of spring and summer by releasing our maiden Boland Chenin Blanc Brut Méthode Cap Classique. This delightful sparkling wine completes Boland’s specialised Chenin Blanc portfolio of six different wines. The versatility of Chenin Blanc is expressed in this classical sparkling wine, made according to the traditional French bottle-fermentation method. The wine is an elegant and complex MCC with expressions of creaminess and oat biscuit flavours, delivering delicately fine ever-streaming bubbles.
Reserve Range: At the top of Boland’s wine brand hierarchy is their renowned and much-celebrated Reserve wines consisting of carefully selected prime, single classical cultivars – including Cabernet Sauvignon, Merlot, Shiraz, Chardonnay, and Chenin Blanc Sur Lié – all with exquisitely simple and royal-like crafted labels.
One Formation Range: This favoured stalwart range is reclothed with beautifully and innovatively designed labels that reflect the change of seasons through the V formation of a flock of birds in flight. This universally documented concept of migratory birds flying in formation to create less wind resistance to conserve energy is in Boland’s case a true reflection of symbolising working ‘Together in Collaboration’ for the benefit of all.
The range consists of a White Blend (Chenin/Sauvignon/Grenache), a Red Blend (Shiraz/Grenache/Viognier), a Chenin Blanc and a Shiraz.
Cellar Master Bernard Smuts emphasised: “A single purpose of end-product excellence is the driving force behind this range with many aspects brought together skilfully to achieve this goal. Vineyards of the highest quality cultivars are selected for the One Formation range to create a unique expression from the best sites and carefully blended into distinctive wines of elegance.”
Classic Selection: Some of the famous Five Climates wines are retained under the new Classic Selection range – with a few added wine varietals for you to enjoy. This range of cultivar wines comprises distinct, carefully blended wines from different parts of the renowned Paarl wine region. This selection will consist of Cabernet Sauvignon, Merlot, Pinotage, Shiraz, Cabernet Merlot, Chenin Blanc, Sauvignon Blanc, and Chardonnay.
Cellar Selection: If you are looking for the blended Sixty40 favourites, head on over to Boland’s new Cellar Selection blended range where the Cabernet/Shiraz and Chenin/Sauvignon Blanc will be found – all newly dressed to impress.
Cappupino Ccinotage: Boland’s award-winning coffee-style Pinotage will continue to feature in a class of its own.
Lower-alcohol Melita Wines: Melita a cause-related brand focusing specifically on trees that are bee-foraging friendly to support nectar and pollen resources for honey bees. Launched earlier in 2020, this initiative is a first for South Africa in the growing low alcohol category. The Boland Trees for Bees Programme, which will be implemented through the Greenpop Foundation’s Forests for Life reforestation project, includes the launch of the Boland Trees for Bees Pledge Fund that will raise funds for the planting of bee-friendly trees. Thus far, Boland Cellar has funded 416 Trees for Bees. The new Melita range includes a lower alcohol Chenin Blanc (8% alc. vol.) and a Pinotage (8% alc. vol.).
Cheers to Boland’s future!
“Very much like the world and all businesses, not to say the least of the wine and other liquor industries internationally, we are now faced by the post-COVID 19 challenges. However, we remain positive and will continue working together with all our loyal and trusted stakeholders of many years. We, therefore, invite all wine lovers in joining us in drinking a toast to Boland’s future gearing and newly revitalised brand attire with a glass of our new Chenin Blanc Brut Méthode Cap Classique,” concludes CEO Heini Smit.