Winemakers On Fire, Issue #27

Good day, and a warm welcome!

With 22 vintages under his belt, legendary Cellar Master Abrie Beeslaar has made an indelible mark on South Africa’s Kanonkop Wine Estate, one of Stellenbosch’s most prized properties. He shares insights that make the estate stand apart, from soil to bottle, while his passion after over two decades suggests his best vintages may still lie ahead.

We also feature Chester Osborn, the audacious fourth-generation winemaker who has revolutionised Australian wine with his bold innovations at d'Arenberg. Described by Voice Design as one of the most extraordinary minds they've encountered, Osborn constantly thinks outside the box. His bold innovations and courageous willingness to make daring choices have transformed both d'Arenberg and Australian winemaking.

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

Legendary Winemaker Abrie Beeslaar on Pursuing Greatness at South Africa's Kanonkop Estate

Abrie Beeslaar, Cellar Master at South Africa's renowned Kanonkop Wine Estate, is not only a legendary winemaker but also an innovator, maverick, and visionary in the Cape winemaking scene. Having just celebrated an astounding 22 vintages at Kanonkop, we sat down with Abrie to discuss his journey, achievements, unique style, and approach to winemaking that have earned him numerous accolades, including International Winemaker of the Year three times. 

What do you believe sets Kanonkop Wine Estate apart in terms of its winemaking philosophy and practises? 

Our focus on quality is absolute. We do not allow for second-best.

Over the years, you've garnered numerous awards and accolades. Can you share some key moments or decisions in your winemaking career that you believe contributed significantly to your success and recognition? 

My first decision was when I was still at Swartland Winery and had to realise that I was not a student anymore. Walking into Kanonkop Winery, which was already successful, I realised that I needed to work harder than anybody else.

You mentioned the importance of soil, climate, and topography in winemaking. Could you elaborate on how these factors influence the taste and quality of the wine produced at Kanonkop? 

The decomposed granites give a lot of structure to our wines, as well as dark fruit expression. The big diurnal temperature change allows for added complexity and colour in our wines.

As a winemaker, what challenges have you faced, and how have you overcome them in your pursuit of producing exceptional wines? 

Different climatic conditions are challenging, but after being at Kanonkop for 22 years, you learn how to interpret the conditions and how to adapt. The growth of our volumes was also challenging, but the structure had to grow with the volume to ensure quality.

Your own wine label, Beeslaar Wines, was born in 2011. Could you tell us more about this venture and the unique aspects of the wines you produce under your own label? 

The Beeslaar label was born because Pinotage showed itself in a very different way on Shale soils. I loved the perfume and elegance that I found on this specific site and needed to share that. Today we have Pinotage and Chardonnay on the market.

Can you share any upcoming or exciting developments or projects related to Beeslaar Wines that wine enthusiasts should be on the lookout for in the near future? 

We are working on a Bordeaux-style blend that will be released in the middle of next year (2024).

What is your vision for the future of Kanonkop Wine Estate and your personal winemaking career? How do you see it contributing to global greatness in the South African wine industry? 

Kanonkop is an unbelievable property that is bridging the gap between traditional South African and world-class European wines. We need to keep pushing the boundaries of price by overdelivering on quality. South Africa also needs to change its local palates to understand international interpretation. It is time for Beeslaar to also spread its wings and have a bigger impact on the quality wine market.

Thank you, Abrie, for providing valuable insights into your legendary career and visionary winemaking that will surely keep producing exceptional vintages at Kanonkop and your own acclaimed Beeslaar Wines in the years ahead.

The Boundary-Pushing Genius Behind d'Arenberg's Bold and Daring Wines

As the boundary-pushing fourth-generation head of d’Arenberg, Chester Osborn is a genius who thinks miles outside the box, pioneering bold innovations that have transformed Australian winemaking while still retaining integrity. From the $14 million Rubik’s Cube-inspired d’Arenberg Cube cellar door to wacky wine names like “The Athazagoraphobic Cat," Osborn’s creative brilliance captivates global attention while challenging the Voice Design creative team to reinvent branding and packaging that breaks conventions. Though decades into his maverick career, the visionary Osborn continues to push limits, remaining Australia’s non-conforming wine pioneer and blazing new trails.

There aren’t enough superlatives to describe Chester Osborn, but we’re going to try.

This fourth-generation winemaker, who heads up the eminent d’Arenberg dynasty, has one of the most extraordinary minds we’ve ever encountered.

The winery may be rich in tradition, and the brand may export to more than 60 countries around the globe, but that doesn’t stop Chester’s mind from ticking over a squillion miles an hour, constantly brewing up the groundbreaking concepts he wants to try next.

Chester’s a genius whose creativity knows no bounds (take d’Arenberg’s new cellar door, the d’Arenberg Cube, which is based on a Rubik’s Cube), and his courage in making bold and brave choices is simply awe-inspiring.

Who else would come up with wine names like The Athazagoraphobic Cat, The Old Bloke & The Three Young Blondes and The Daddy Long Legs, or spend $14 million building a cube for a cellar door? While at the same time ensuring the brand’s integrity stays firm, ensuring its loyal followers still see it as their perennial dependable staple?

Chester came to us to reinvent d’Arenberg’s brand and packaging, which were pretty lifeless at the time and in no way reflected the quality of the goods. He came to every creative meeting; a whole heap of novel ideas and solutions got shot across the table, and some truly exciting design thinking was produced.

MCC then expertly brought these ideas to life. The New Districts range labels are printed on Cotone Bianco, a premium 100% cotton uncoated paper, allowing the quality and uniqueness of each district to shine through. Gold and clear foil, matt high build, emboss, and deboss effects combine to create a richly layered, textured label experience that highlights the terroir of each district.

We love working with Chester because he pushes every boundary that has ever existed in the field of winemaking, and in turn, we get pushed too. Finding the solutions to bring his brilliance to life has been one of the challenges and highlights of our career, and Chester’s far from finished yet. Watch this space.

Thank you, Anthony De Leo, Co-Founder and Creative Director of Voice Design, for taking the time to share your experiences and insights working with the brilliant and boundary-pushing Chester Osborn. It was fascinating to learn how you and your team at Voice Design relished the creative challenges of bringing Osborn’s bold vision and innovations to life.

Shaping the Wine Narrative: Delivering Impactful Insights

Uncork Your Wine's Potential: How Newsletters and Blogs Boost Brand Awareness

Wine may get better with age, but winery blogs do not. In fact, wineries with blogs receive a staggering 55% more visitors than those without, according to a study by HubSpot. For an industry overflowing with over 10,000 wine brands fighting for attention, that 55% bump in traffic is impossible to ignore. It's the difference between a winery wasting away on the vine or fermenting an impassioned following that sparks growth.

So, if you're a wine producer striving for sustainability through both vintage blends and marketing, the proof is in the Pinot Noir: well-crafted blogging helps your unique voice stand out and be heard. But with such a crowded playing field, where do you start? The first step is recognising that crafting great content is as integral to your harvest as the wines themselves.

Enter blogs and email newsletters - storytelling vehicles ready to elevate your wine’s message to wine lovers new and old. Yet most wineries use these avenues sparingly, perhaps sending the occasional email. This represents a missed opportunity for relationship building.  

Twice-monthly or weekly outreach better nurtures your tribe, sharing glimpses behind the vineyard scenes. Blend wine-making knowledge with farm-life happenings and spotlight selections. Complementing mass social media with targeted newsletters and blog posts forges closer, more direct connections through consistency.

Consider driving even 15-20% of your outreach efforts into ongoing storytelling, and the lion’s share of impact often follows. By more frequently using self-owned media tailored to your readers’ palettes, your vintages become less commodities and more the dispatches of a friend's passion.

Wine enthusiasts don’t just want to drink remarkable blends; they want to be part of a farm’s story. However, this level of personal relationship building necessitates consistent contact. Make your voice a more regular presence in their inboxes through heartfelt storytelling. The harvest of fans awaits!

Stand Out with Artful Messaging

As the mastermind behind Winemakers On Fire, I'm deeply committed to delivering insightful content that informs and engages readers. My passion for the wine industry extends beyond this publication, and I leverage my expertise with wine professionals seeking to strengthen their brands through compelling content.

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