Vergelegen, the wine estate in Somerset West with a history spanning over three centuries, has embarked on a significant rebranding journey.

• This transformation includes a streamlined portfolio of wines and the introduction of new labels.
• By reducing the number of wines from 17 to 10, Vergelegen aims to sharpen its focus.
• The rebranding process, which took three years to complete, involved extensive collaboration with experts in heritage, viticulture, winemaking, and design.
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The revamped wine portfolio is organized into four distinct ranges, each with its own unique identity and price point, designed to appeal to a broad spectrum of wine enthusiasts.

1. Heritage Range: This collection includes the Florence Rosé, Wild Winds Sauvignon Blanc, and the reintroduced Mill Race Red Blend, after a ten-year absence from the market. Retailing between R150 and R180 per bottle, these wines are crafted to deliver delightful drinking experiences with wide appeal. The labels in this range are steeped in storytelling, each representing significant locations on the estate. These wines embody Vergelegen’s warm hospitality and are perfect for those seeking accessible and versatile styles.
2. Reserve Range: Comprising a Cap Classique, Chardonnay, Merlot, and Cabernet Sauvignon, the Reserve Range offers medium- to full-bodied wines that showcase the estate’s rich history and legacy. Priced between R330 and R400 per bottle, these wines are a testament to Vergelegen’s artisanal craftsmanship and the unique terroir of the estate. The labels feature an illustration of Vergelegen’s welcoming front gates, inviting both visitors and wine lovers to explore the estate, whether in person or through the wines.
3. Estate Range: Formerly known as G.V.B. White and Red, the Estate Range includes the Estate White and Estate Red, priced at R375 and R550 per bottle, respectively. These flagship wines are made from grapes harvested in select vineyard blocks and barrel-fermented in French oak. The labels depict the beautifully restored manor house, framed by the estate’s iconic 320-year-old camphor trees, symbolizing Vergelegen’s enduring legacy.
4. Icon Wine: The pinnacle of Vergelegen’s offerings, the Icon Wine known simply as “V,” is available by allocation only and retails at R2 000 per bottle. This exclusive wine is produced in limited quantities from exceptional vintages, with grapes sourced from prime vineyard blocks. The first vintage under the new packaging is 2019, with an annual global release date set for 1 April, starting in 2025. This wine is designed for collectors and connoisseurs who appreciate the finest expressions of Vergelegen’s winemaking prowess.

The intention is to optimally portray this remarkable estate, appeal to both established and new wine lovers, and ensure ongoing success in a dynamic, highly competitive industry.

// Vergelegen’s Managing Director, Wayne Coetzer

The new design is not just an aesthetic update; it encapsulates the rich history, natural beauty, and sustainable practices that have long been the hallmarks of Vergelegen.

We have reduced the number of wines to focus on what we do really well. From time to time, we will showcase superlative vintages in our Cellar Project Range, also under new labels. This will lead to more clarity for the consumer. Our strategy is to showcase the finest features of this historic estate’s wines, whether they be single varietals or blends, while offering drinkability and accessibility, but most importantly, ageability and uniqueness.

// Vergelegen’s Winemaker, Luke O’Cuinneagain

The new labels are not just a cosmetic change; they reflect Vergelegen’s deep commitment to sustainability and its rich cultural heritage. The design process was inspired by the estate’s remarkable history, its natural beauty, and its pioneering environmental practices. Vergelegen has completed South Africa’s largest privately funded alien vegetation clearing project, restoring two-thirds of its 3000-hectare property. The estate is self-sufficient in water and energy, with a solar-powered winery and annual tree-planting initiatives.

The design team, including illustrators Linda Smal and Rohan Etsebeth, drew inspiration from the estate’s iconic features, such as the restored manor house, the water mill, camphor trees, farm gates, Octagonal Garden, and the surrounding Helderberg mountain range. The labels feature softened versions of the estate’s signature octagonal shape, originally inspired by the historic Octagonal Garden.

The Heritage and Estate ranges are vegan-friendly and printed on 100% recycled paper, with fully recyclable packaging, further emphasizing Vergelegen’s dedication to sustainability.

Our strategy has been to craft an evolution that is true to the essence of this extraordinary property. We are confident that these enhancements will bolster the efforts of our sales teams, stakeholders, and industry peers.

// Vergelegen’s Managing Director, Wayne Coetzer

The rebranding is not just about maintaining Vergelegen’s prestigious position in the wine industry; it is also about reinforcing South Africa’s reputation as a premium wine-producing region. By adapting to market trends and focusing on the estate’s strengths, Vergelegen is poised to continue its legacy of excellence for generations to come.

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