South Africa’s Iconic Four Cousins Wine Brand Celebrates Its 18th Birthday With A Smashing Makeover

Four Cousins turns 18 this year and to commemorate the occasion the brand has received a facelift. 

Applied to both its famous sparkling and still wine ranges, the new packaging casts fresh light on Four Cousins quality, style and authenticity in every bottle. It also highlights something deeper in the history of the brand. “It’s very humbling the way Four Cousins has been embraced by South Africans, whether in the traditional Cape Wine region, Soweto and Gauteng, KwaZulu-Natal, universities and the younger consumer,” says Phillip Retief, CEO of Van Loveren Family Vineyards.

“People identify with the Four Cousins family, whilst even referring to themselves as the 5th Cousin in many instances. They identify with what Four Cousins stands for – friendship, family and the memories we hold dear. 

“It’s both inspirational and aspirational, and in return, inspires us to stay innovative in ways that permit us to accompany their wine journeys – such as launching the Four Cousins Skinny low-alcohol range and the Four Cousins Collection varietal range.” 

Four Cousins is the biggest-selling bottled wine brand in South Africa. The brand’s history dates back to the mid-nineties when cousins  Hennie, Neil, Bussell and Phillip completed their studies and joined the Van Loveren family business.  In 2000, the intrepid foursome made a wine they just knew they had to share.

They put all they had into the exciting new venture – they even added their faces to the label as a personal endorsement – and launched Four Cousins.

“Looking back now, we have been very fortunate with Four Cousins,” says Phillip. “Everybody needs some kind of break in life and Four Cousins gave that to us as the third generation at Van Loveren.

“We were doing well following in the footsteps of our parents, but we wanted to achieve more as custodians of an opportunity and time. Four Cousins was developed in a style that spoke to a large, diverse and mostly untapped group of people; the quality of the wine, although being sweeter in style, was excellent, so we followed our instincts.”

Today, Four Cousins is enjoyed in more than 62 countries with the latest makeover poised to win over even more fans. “We’re excited about the new packaging launched in the run-up to the Four Cousins’ 18th birthday, but it’s also a way of saying: Thank you, South Africa,” says Phillip.