Winemakers On Fire, Issue #24

Good day, and a warm welcome!

Meet the winemaker taking South Africa's first carbon-neutral winery into the future. Alicia Rechner has been crafting acclaimed wines at Backsberg Family Wines since 2002, and in this exclusive interview, she shares her vision for leading South Africa's first carbon-neutral winery into the future after its acquisition by DGB. Alicia shares her fascinating insights into how she maintains Backsberg's legacy of innovation and sustainability while creating balanced, expressive wines. 

We also share the case study of Corvezzo Winery, Italy's largest organic Prosecco producer, which aimed to expand sustainable wine sales across Europe without diluting its organic brand. By collaborating with Studio Granzotto Mazzer, the company found an innovative solution that shattered expectations. This earned Studio Granzotto Mazzer the 2023 Pentawards Silver for Design Performance, and deservedly so.

Join us as we celebrate the passion, creativity, and innovation of these entrepreneurial spirits from the wine and design industries.

Backsberg’s Legacy of Craftsmanship: Winemaker Alicia Rechner Shares Her Vision and Values

This week, we take an inside look at Backsberg Family Wines in Franschhoek, South Africa, from the perspective of winemaker Alicia Rechner. Alicia has been with Backsberg since 2002 and has seen the winery evolve over the years into a leader in sustainability and crafting balanced, approachable wines. She discusses Backsberg's legacy as South Africa's first carbon-neutral winery, her winemaking philosophy of capturing the essence of the vineyard, and the opportunities and challenges that have come with Backsberg's acquisition by DGB. Alicia also shares insights on how she maintains the family-owned spirit of Backsberg while implementing innovative new techniques and her rewarding yet challenging role as winemaker. This interview gives us a fascinating glimpse into the vision and values shaping this storied Franschhoek winery.

You began working at Backsberg in 2002. How have the estate and winemaking evolved over your time here? 

The Backsberg team has always been innovative wine growers, and we have managed to stay abreast of the changing times. We are a youthful-looking brand with years of expertise under our belts and an environmentally sound conscience, always evolving to remain current.  

Backsberg prides itself on being South Africa's first carbon-neutral winery. Can you tell me more about the sustainability practises you have implemented? 

Verified under the PAS 2060:2014 verification for carbon neutrality, Backsberg calculates our yearly TCO2 usage from grape to client, and we offset our carbon emissions with projects that are pertinent to the current socio and environmental climate via Credible Carbon. Projects include the Kuyasa Project in Khayelitsha, the Stellenbosch Community Recycling Project, and our very own internal Bamboo Project. This ensures we stay at the forefront of environmental stewardship and are part of the global Carbon offsetting community. You can learn more about our efforts here: http://backsberg.co.za/carbon-neutral/ 

Backsberg wines are known for their "drinkability" and balance. What is your winemaking philosophy to achieve this style? 

Great ingredients! We receive the healthiest fruit from responsible growers. I really plan my harvest and what will be used in the process. Each additive is carefully considered. I love the science and chemistry behind making juicy, easy-drinking, yet concentrated, true-to-the-vineyard wines. The amount of active research on the topic keeps us winemakers talking for months into the next harvest. The balance comes with time and a true understanding of your vineyard blocks, along with a relationship with the authentic cultivar character that we see and smell during fermentation. It’s something truly special to be able to capture this essence for the drinker to experience in years to come. 

How does being nestled in the Franschhoek Mountains influence the character of the grapes and wines produced at Backsberg?  

While the full Backsberg stable is produced in our upcycled winery in the Franschhoek Valley, not all our fruit stems from this location. Franschhoek is like its very own, or the smallest, wine country. From warm and cool mountain slopes to wide valley floors suitable for growing white and red grapes, several wine styles are feasible options. 

In terms of Wine of Origin Franschhoek wines, we make two delightful styles of Chardonnay. Our Smuggled Vines Chardonnay is from an extraordinary high-elevation site on cool morning sun, east-facing slopes. This gives the wine a mineral crystal vibrancy that is unchallenged by any other vineyard we work with. Our Citrus Hill Chardonnay hails from the valley floor with all the attributes of an alluvial soil-grown chardonnay. It is quite unbelievable to think that these two wines are grown a few kilometres apart. They are so incredibly different.

Backsberg was acquired by DGB in 2021. What opportunities have you seen from joining a larger wine group? Any challenges? 

Our opportunities are in the fruit we’re able to receive and the partner growers we work so closely alongside. Being part of a larger group allows one to have accreditations and certifications that wouldn’t always be feasible for smaller wineries, which in turn opens doors to export markets we may not have been able to reach prior. Working with other winemakers as colleagues is an enriching experience, and there is a kinship of learning from one another that I have not experienced before. We are a team of friends who simply cannot wait to see one another and just talk wine, vineyards, and barrels. 

The challenges we face as winemakers are in forecasting and predicting the volumes of wine we will need in the future since wine is not an instantly made product. It takes up to 12 months to plan and make a fruity, unoaked white wine, 24 months for a barrel-aged, full-bodied white wine, and up to 48 months to plan and produce a premium red wine. Making sure you have the right vineyards planted for these wines is a long-term process, so guessing what a wine will do going forward is our biggest challenge. Investment in premium wine is spent long before it is ever purchased. 

How do you maintain Backsberg's family-owned identity and legacy with this acquisition? 

Our brand revolves around stories and anecdotes of the past, and Simon Back our fourth-generation proprietor, still sits on the board of our joint entity, Backsberg Family Wines. Our wines are aptly named after people and places of significance to the Backsberg history. The pioneering spirit of Backsberg’s past lives on through our brand. It is the brand. 

What new innovations in winemaking, sustainability, etc. do you hope to implement under DGB? 

The company is very open-minded and takes an exciting and forward-thinking approach to all things new and innovative. Our fully upcycled winery has been modernised with new advancements. It’s hard to believe that the stainless-steel tanks are over 60 years old! It looks like a modern winery. I am playing with a lot of new tech that speaks to both winemaking and sustainability. Not only does it involve operating machinery, but accurate measurements as well as computerised timing can save on electricity output. This makes sure cooling and pump activity are only functioning as needed and never mindlessly “just on”. It affords us a sense of control. 

How do you see the Backsberg wine portfolio evolving in terms of styles, blends, etc.?

It is always good to keep a wine’s portfolio stable but interesting. I do not foresee big changes, but I do see a yearly improvement in my understanding of the vineyard, the wines, and the marketing vision to ensure unity that is in demand enough to achieve long-term stability for the brand. 

You’ve worked under multiple generations of the Back family. How has their vision influenced you as a winemaker?

In each of the generations, I found a theme that resonated with me. I’m the type of wine person who loves the vine, its end product, and simply being a part of the wine world. I’m conscious of wastage, the usage of resources, as well as needing to understand each product, each ingredient, and the packaging we use to form an educated decision towards the end goal. I then consider the justification for its usage. I believe in doing it, but not overdoing it. 

What’s the most rewarding part of being Backsberg’s winemaker? Most challenging?  

The most rewarding part is to walk past our tasting facility and see people enjoying our wines, or walking past a random restaurant and spotting a bottle of Backsberg on the table. This is something special—being able to see the wine being enjoyed and selected by a consumer. The most challenging aspect would be being able to make sure I am always one step ahead of what is going to be needed for the brand and its longevity. The clarity of timing, planning, and vision. The vineyard can never be too small. The wine can never be enough. Basically, the biggest challenge is to keep everyone’s glasses full and at a level of quality that we as a team can be proud of. 

Thank you, Alicia, for sharing Backsberg’s legacy and story with our readers. We wish you and your team at Backsberg every success in the future.

Studio Granzotto Mazzer Transforms Corvezzo's Branding to Capture New Organic Wine Buyers

As the largest organic Prosecco producer in Italy, Corvezzo’s goal was to increase sales of its sustainable wines in Europe. However, the company faced a branding challenge: how could it appeal to mainstream consumers without diluting its organic production values? Corvezzo collaborated with Studio Granzotto Mazzer on an innovative solution that shattered expectations. 

By reimagining Corvezzo's target market and creating premium, eye-catching packaging, organic wine sales increased 37% in 2021 and 66% over two years, unlocking growth while upholding the brand's commitment to sustainability. This short case study examines how a strategic redesign enabled Corvezzo to capture new organic wine buyers and elevate perceptions of the category overall.

The Project

Corvezzo, the largest organic Prosecco producer in Italy, wanted to increase sales of its organic wines in Europe while maintaining its sustainable production values. To differentiate itself from competitors, Corvezzo sought to reimagine its target market and product packaging. The goal was to go beyond typical organic wine branding and appeal to mainstream consumers who are not actively seeking organic options. 

The Challenge  

The key challenge was communicating a new premium image for organic wine, diverging from the typical earthy, rustic associations of the category. Corvezzo wanted packaging that would stand out on shelves and catch the eye of mainstream wine buyers.

The Execution

Granzotto Mazzer designed a personalised bottle and label that conveyed premium rather than mainstream organic. The diamond shape aligned with the positioning, "Nature is our most precious treasure." Fine pearl paper, laminate, and an upscale colour palette elevated the look. This innovative packaging targeted a new demographic for organic wine.

The Result

The new design exceeded expectations. Corvezzo sales grew 37% in 2021, winning a tender from the Finnish monopoly Alko and gaining UK distribution with Sainsbury's. The concept expanded to other Corvezzo sparkling and still organic wines, boosting total sales by 66% over 2021-2022. The premium redesign was instrumental in driving organic wine growth while upholding Corvezzo's sustainable values.

Thank you, Alberto and Mattia, and congratulations to Studio Granzotto Mazzer on winning a 2023 Pentawards Silver for Design Performance. We can't wait to showcase more of your creative talent.

Shaping the Wine Narrative: Delivering Impactful Insights

Why is it important to have a personal brand in the wine industry?

Having a personal brand is SUPER important in the wine industry (and pretty much any industry, really). Here are a few key reasons:

• It helps you stand out in a crowded marketplace: The wine industry is competitive, and having a personal brand allows you to differentiate yourself and your product from the competition.

• It builds trust and credibility: Consumers are more likely to buy from a person they trust and feel connected to. By building a personal brand, you create a sense of connection with your customers, which can lead to increased sales and loyalty.

• It allows you to tell your unique story: The wine industry is all about storytelling, and having a personal brand allows you to tell your own unique story and create a memorable and emotional connection with your customers.

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