Forty years after the Retief brothers Wynand and Nico, sons of the founders, established the well-known Van Loveren brand, the label, focus and appearance have been polished towards an even brighter future for the popular wine range.
Celebrating a family wine business in which the next generation has taken charge, the revitalised branding was inspired by the Retiefs’ tightly-woven personal heritage and the deeply-rooted ethos of this winery. Theirs is a way of doing things that has positioned the family at the centre of the contemporary South African wine industry. It’s a constant process of renewal and investment in the future.
Central to the celebration is the launch of the Van Loveren heritage range’s smart new packaging and look. These are the stylish, cellar-crafted wines that have thrilled so many South African wine lovers the last four decades – now with elegant new packaging that make a subtle modern salute to the winery’s origins.
Phillip, third generation Retief and managing director, says the brand renovation is the result of Van Loveren’s long-time commitment – over generations – to encourage individual strong suits skills for the collective good in a shared vision.
“This played out successfully when the team contemplated a reboot for Van Loveren wines during the pandemic’s cellar-door lockout, it struck them how much the idea of family features.
“This both in the sense of the wines, but, of course, also in the owner-relatives and our employees’s relationship.”
In fact, this ‘group of families’ is the brand’s unique selling position.
And so the packaging design was inspired by the stories, sites and benchmarks across the Van Loveren estate, winery and gardens. The eye-catching graphic on the label is from the original invitation to the wedding of Hennie Retief senior to Jean van Zyl, who acquired the farm in 1937 and named it after one of her ancestors, Christiena van Loveren.
Featuring that date in the branding is a nod to the past, but also a reminder of the Van Loveren Family Vineyards commitment to rejuvenation and growth, ever sensitive to consumer appeal.
“Our story has always been defined by legacy and driven by a pioneering spirit – building on the past to create a rewarding future, marked by innovation, dedication and enthusiasm for the wines we nurture,” Retief said.
The wines of the Van Loveren Family Vineyards cover an appealing wide range, with the new-look packaging focused on the contemporary winelover who enjoys sparkling to fortified wine, white and/or red, single varietals and expert blends.
The top-end is represented by the Christiena’s Trousseau and Retief Reserve brands, while easy-drinking Tangle Tree and de-alcoholised Almost Zero round off the selection.
Van Loveren wines are available from all major retailers and wine stores, as well as online at www.vanloveren.co.za.