Swartland’s Grand Old Lady Gets Facelift

Riebeek Cellars, the oldest winery in the Swartland, has revitalised its popular range of Riebeek Collection wines with a refreshing new brand identity characterised by a range of labels depicting the historical landscape of the Cape in a backdrop of eye-catching sky-blue and vivid green. Designed by wine brand specialists Fanakalo, the labels add a slice of modern flair to the well-known Riebeek brand, whilst depicting the Swartland landscape and its proximity to Table Bay and Table Mountain.

According to Riebeek Cellars cellarmaster Zakkie Bester, the new design was prompted by the wine consumers’ increasing need for labels with heritage, but which also lean towards fashionable and perky graphic design.


Zakkie Bester, cellarmaster at Riebeek Cellars

“Riebeek Cellars has been making wine since 1941, so it is not a brand we toy around with lightly!” says Bester. “However, seeing as our wines are aimed at consumers searching for wines in the pocket-friendly bracket of between R30 and R45 which at the same time over-deliver in terms of quality, Riebeek has to move with the times by catering to an increasingly style-conscious wine-lover in a market for which the term ‘heavily-traded’ is an understatement.

“And with over 90% of consumers making their wine-buying decision at the point of purchase, you cannot afford to carry a dull label.”

Bester says that as one of the pioneers of wine production in the Swartland region, Riebeek also had to make use of the wine market’s revived interest in the area.

“Our region is not only one of the most distinctive producers of wine quality in South Africa, but has become enormously popular due to our natural beauty, laid-back rural lifestyle and the element of irreverent fun various producers have brought to the Swartland,” he says. “This revival has inspired more entrenched producers like ourselves to reflect the new energy in our packaging, which will hopefully lead to even more consumers discovering the beauty of our diverse range of accessible and well-priced wines.”

The Riebeek Collection comprises a Chenin Blanc, Sauvignon Blanc, Shiraz Cinsaut, Viognier, Chardonnay, Pinotage Rosé, Shiraz, Cabernet Sauvignon, Merlot, Cabernet Sauvignon Merlot and Cape Ruby, and is available at wine shops and supermarkets.

Visit www. riebeekcellars.com for further information.