Nederburg Wines parent company Distell Group says the South African wine brand is “powering ahead” in key duty paid and duty free channels.

The growth has been boosted by increased marketing investment, including revamped packaging this year to coincide with a new communications campaign. The campaign is designed to enhance the brand’s heritage and progressive outlook and emphasise “a blend of Old World traditions and New World innovation”.

Nederburg’s new look will be unveiled at next month’s IAADFS Duty Free Show of the Americas in Orlando.

“Over the past year, the brand has been steadily raising its international presence, while continuing to show growth in some of its most established duty paid markets such as Germany. Travel retail sales are also poised for expansion,” Nederburg said.

The brand recently signed a three-year deal with one of Europe’s leading wine travel retailers, Scandlines Puttgarden, to open a shop-in-shop in northern Germany. Designed to showcase exclusive offers, the shop also offers consumers the chance to taste the wines and engage with staff who are conversant with the brand, its history, range and styling.