Robertson Valley’s Van Loveren Family Vineyards relaunches
its heritage range
Forty years after the Retief brothers Wynand and Hennie,
sons of the founders, established the well-known, modern-classic Van Loveren
brand, the label, focus and appearance have been polished towards an even
brighter future for the popular wine range.
Celebrating a remarkable family wine business in which the
next generation has taken charge, the revitalised branding was inspired by the
Retiefs’ tightly-woven personal heritage and the deeply-rooted ethos of this
outstanding winery. Theirs is a way of doing things that has positioned the
family at the centre of the contemporary South African wine industry. It’s a constant
process of renewal and investment in the future.
Central to the celebration is the launch of the Van Loveren
heritage range’s smart new packaging and look. These are the stylish,
cellar-crafted wines that have thrilled so many South African wine lovers the
last four decades – now with elegant new packaging that make a subtle modern
salute to the winery’s origins.
Phillip, third generation Retief and Managing Director, says
the brand renovation is the result of Van Loveren’s long-time commitment - over
generations - to encourage individual strong suits skills for the collective
good in a shared vision.
“This played out
successfully when the team contemplated a reboot for Van Loveren wines during
the pandemic’s cellar-door lockout, it struck them how much the idea of family
features.
“This both in the
sense of the wines, but, of course, also in the owner-relatives and our
employees’ relationship.”
In fact, this ‘group of families’ is the brand’s unique
selling position.
And so the packaging design was inspired by the stories,
sites and benchmarks across the Van Loveren estate, winery and gardens. The
eye-catching graphic on the label is from the original invitation to the
wedding of Hennie Retief senior to Jean van Zyl, who acquired the farm in 1937
and named it after one of her ancestors, Christina van Loveren.
Featuring that date in the branding is a nod to the past,
but also a reminder of the Van Loveren Family Vineyards commitment to
rejuvenation and growth, ever sensitive to consumer appeal.
“Our story has always
been defined by legacy and driven by a pioneering spirit – building on the past
to create a rewarding future, marked by innovation, dedication and enthusiasm
for the wines we nurture,” Retief said.
The wines of the Van Loveren Family Vineyards cover an
appealing wide range, with the new-look packaging focused on the contemporary
wine lover who enjoys sparkling to fortified wine, white and/or red, single
varietals and expert blends.
The top-end is represented by the Christina’s Trousseau and
Retief Reserve brands, while easy-drinking Tangle Tree and de-alcoholised Almost
Zero round off the selection.
Van Loveren wines are widely available from all major retailers and wine stores, as well as online at www.vanloveren.co.za.
ISSUED BY : ON THE MARQUE PR & COMMUNICATIONS
ON BEHALF OF : VAN LOVEREN
MEDIA QUERIES : PIPPA PRINGLE |ON THE MARQUE PR & COMMUNICATIONS |
071 461 6692 | pippa@onthemarque.co.za
