After four decades of supporting the growth of South African wine, Vinimark enters its fifth decade with a new sense of purpose – and a new visual identity to match.
“This milestone was the right moment to pause, honour our legacy, and look forward with clarity,” says Vinimark CEO Eckhardt Gerber. “Over the past four decades, we’ve grown from a trusted distributor into something much more: a partner that helps brands and producers grow.”
Internally, this rebrand serves as a cultural reset, uniting long-standing and new team members around the company’s first formal purpose statement that signals its ambitions to shape the next 40 years.
Vinimark CEO Eckard Gerber
Fresh expression
The new design language reflects Vinimark’s earned reputation as an innovative, trusted, and future-fit company. One the one hand, its simplicity speaks of clarity and confidence; on the other, its sophistication pays tribute to the premium world of wine. “It’s timeless, professional, and deliberately understated, allowing the brands we represent to shine on the stage we provide.”
“Wine is abundant with texture and storytelling; our identity doesn’t need to compete with that.”
The clean, minimal design language conveys focus and underscores Vinimark’s role as a solid foundation upon which their brands get to shine. “It ensures we are seen as a reliable, premium platform while giving our brands the freedom to tell their unique stories.”
“The minimalism also reflects efficiency and agility – values that matter in today’s business landscape.”
A trusted partner
Vinimark sees its new role shifting from distributor to a growth partner. “The difference lies in depth,” explains Eckard. “As growth partners, we don’t just move wine; we invest in building the brand. That means providing data-led insights, co-creating strategies, and offering marketing and trade expertise alongside logistics. For producers, this refresh means a partner who is proactive, consultative, and committed to sustainable value creation.”
Customers can expect sharper market intelligence, tailored support, and an organisation aligned behind a clear purpose. “The new identity is more than a look; it represents the way we now engage: confidently, transparently, and with the future in mind
Vinimark has taken tangible steps to improve inclusion, sustainability, and agility. “We are consciously building a diverse, opening doors for emerging and underrepresented brands, and ensuring their wines reach the right shelves and audiences,” Eckard says. “This isn’t tokenism; it’s a strategic choice to reflect the diversity of South Africa and the global wine community.”
Eckard sees sustainability as a dynamic and ongoing journey rather than a destination, with the company continually striving to improve and evolve. “We’re working closely with stakeholders across the value chain to create a South African wine industry that is not only resilient and responsible but also future-proof and proud of its heritage.”
The company has invested in technology, data, and talent to be more responsive, ensuring it can feed the right brands into the right channels. Being able to adapt quickly to changing consumer needs means supporting their partners’ growth in real time. “Adaptability has been our compass – from backing both heritage and challenger brands to building trusted trade relationships, we’ve consistently balanced stability with innovation.”
Vinimark has built its reputation on consistency, integrity and a willingness to evolve alongside the wine industry, but Eckard has been clear what he considers the foundation of their influence and success. “Above all, it’s been about people – the winemakers and teams we partner with, our colleagues who carry the business forward, and the customers who choose us,” he says.
“South Africa’s advantage lies in its authenticity and innovation. The future is about leaning into sustainability, digital storytelling, and premiumisation, while engaging younger, globally connected consumers who are curious but not bound by tradition. Tourism, wine experiences, and a confident, unified voice abroad will also unlock growth.”
