Winemakers On Fire, Issue #12

Good day, and a warm welcome!

Today's consumers place a premium on authenticity and transparency in the brands they support. Wineries that are able to communicate their unique stories, winemaking philosophies, and the people behind the bottles tend to connect with consumers more. Craftsmanship, family traditions, and the one-of-a-kind journey from vine to glass all contribute to a stronger bond between consumers and the wines they select.

Our theme this week is Vrede en Lust Wine Estate and the dynamic power duo of Karlin Nel and Annette Human. We also feature Graft Branding Studio, which created the Vrede en Lust flagship Napoleonsberg label. Also, in this week's Insights to Fuel Your Mind, we look at the importance of authentic branding and storytelling in the wine industry.

The Power of Value-Based Marketing: Insights from Steve Jobs

"Marketing is about values. This is a very complicated world. This is a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so, we have to be really clear about what we want them to know about us.”

“One of the greatest jobs of marketing the universe has ever seen is Nike. Remember, Nike sells a commodity. They sell shoes. And yet, when you think about Nike, in their ads, they never talk about the product. What does Nike do in its advertisements? They honour great athletes. That’s who they are. That’s what they are about. Our customers want to know who Apple is and what we stand for. Where do we sit in this world? What we’re about isn’t making boxes for people to get their jobs done…”

Just some general housekeeping: You've come to the wrong spot if you're seeking doom and gloom about everything that's happening. Here, we only offer upbeat assessments. Kevin Kelly summed it up perfectly: “The future will be shaped by optimists.”

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Introducing Karlin Nel and Annette Human: The Dynamic Power Duo at Vrede en Lust Wine Estate

Nestled in the picturesque landscapes of the Cape Winelands, Vrede en Lust Wine Estate stands as a distinguished icon of South African viticulture. With a rich history dating back to the late 17th century, this estate has evolved into a premier destination for wine enthusiasts, history aficionados, and those seeking a serene escape.

Situated in the Franschhoek Valley, known for its lush vineyards and breathtaking scenery, Vrede en Lust embodies the essence of winemaking excellence. The estate's name, which translates to "Peace and Joy" in English, perfectly encapsulates the experience it offers visitors.

Vrede en Lust's vineyards span over rolling hills, benefiting from the region's unique terroir and a climate that's conducive to producing exceptional wines. The estate prides itself on its commitment to sustainable and innovative winemaking practises, resulting in a diverse range of wines that capture the true character of the land.

Beyond its viticultural prowess, Vrede en Lust holds historical significance as one of the oldest wine farms in the Cape. The beautifully preserved Cape Dutch architecture adds an air of nostalgia, while the modern facilities and amenities ensure a seamless blend of past and present.

Introducing Karlin Nel, Cellar Master at Vrede en Lust.

Please tell us about your background and what inspired you to pursue a career in winemaking.

My journey into the world of winemaking was sparked at the age of 8. I grew up in the beautiful town of Stellenbosch, between rolling hills and serene landscapes, where we cycled through the vineyards on Saturdays. From a young age, I knew that this was the industry for me.

As I matured, my fascination with science and the intricate processes drew me deeper into the world of winemaking. It was the realisation that winemaking is an exquisite blend of tradition and innovation, rooted in history yet open to experimentation, that truly ignited my passion. The ability to take a hands-on approach to shaping the flavours, textures, and stories that each bottle of wine tells resonated with my desire to create something tangible and enduring.

In the end, it was the combination of nature's beauty, the scientific marvels, the artistic expression, and the close-knit community that drew me towards a career in winemaking. It's a journey where every vintage is a new chapter, and every glass is a connection and celebration of life.

You worked a harvest in Italy and were accepted into a Burgundy exchange programme, where you studied the Burgundy region of France. What impact have these experiences had on your winemaking style?

Working a harvest in Italy and participating in a Burgundy exchange programme have had a profound impact on my winemaking style, infusing it with influences and techniques. The time spent in Italy's vineyards provided me with an intimate understanding of traditional craftsmanship. I absorbed the importance of respecting the land's character and allowing it to guide the winemaking process. This experience ignited a passion for minimal intervention, enabling the terroir to take centre stage.

However, it was the Burgundy exchange programme that expanded my horizons. The meticulous attention to detail and the emphasis on subtlety in Burgundian winemaking showed me the transformative power of patience. Studying the Burgundy region's intricate classifications and terroir variations deepened my appreciation for how every facet of a vineyard influences the final outcome.

Combining the Italian appreciation for nature's gifts with the Burgundian dedication to precision, my winemaking style has evolved into a harmonious blend between tradition and innovation. I strive to create wines that reflect the authenticity of their origins.

You were appointed Cellar Master at Vrede en Lust in October 2017, at the age of 25, making you South Africa's youngest female winemaker at the time. What were some of the obstacles you had to overcome as a young Cellar Master?

Becoming a cellar master at a young age can be a remarkable achievement, but it also presents a unique set of challenges and obstacles. One of the primary challenges was earning the respect and trust of the cellar team, which may consist of individuals who are older and more experienced. Gaining their confidence and establishing yourself as a capable leader can require time and effort, as some team members might initially doubt your ability to make crucial decisions.

Navigating the dynamics of the wine industry and building relationships with suppliers, distributors, and other industry professionals was daunting as well. Being taken seriously and negotiating effectively was a bit more challenging due to my age.

Technical expertise is another key obstacle. Gaining the necessary hands-on experience and knowledge to make informed decisions about blending, oak treatment, and other critical processes took time and patience.

I overcame these obstacles with a strong work ethic and a commitment to continuous learning. Seeking mentorship from experienced cellar masters and industry professionals. The most important for me was emphasising teamwork, effective communication, and fostering a positive work environment.

Ultimately, my dedication, passion, and ability to adapt played a vital role in proving my capabilities and paving the way for a successful career as a cellar master.

How do you approach the winemaking process, and what do you believe differentiates your wines from others?

Our approach is as much about listening as it is about crafting. We believe that the most exceptional wines emerge when nature's voice is allowed to resonate through the vines and into every bottle. Our philosophy rests on a gentle intervention, where the vineyards themselves become the storytellers.

With a minimal touch, we guide this process, understanding that true elegance arises from a harmonious collaboration between the land and the elements. Our winemaking style is not just a technique; it's a passion.

Delicate nuances on the palate reveal layers of flavour that unfold like a story. Just as a woman's intuition is known for its depth, our wines reveal hidden dimensions, a testament to our attention to detail.

Karlin, thank you for sharing your inspiring story with us, and we wish you continued success.

Introducing Annette Human, Viticulturist, Vrede en Lust.

What has surprised you most about your job as a viticulturist?

Multi-tasking is essential! I am a qualified viticulturist, and I was prepared to step into a world of luscious vines, caring for them and enhancing their true potential to the best of my abilities. However, this perfect picture was quickly shaped by my surprise that being a farm manager and being a viticulturist are two different things. A farmer's job is such an underrated one! Being one, I learned how to manage people from different backgrounds by understanding them and how they see things. You do not work with vines; you work with people, and the success of your farm/grapes is directly equivalent to the strength of your team.

Other than this, you also need to have a thorough understanding of weather patterns, implements, spray calibrations, soil preparation, irrigation structure, labour law—the list goes on and on! There are so many things that can go wrong on a farm, but you need to put your focus on the important things that you can control and execute them perfectly!

What is one of the most rewarding aspects of your job?

This one is so easy! My office is spectacular! Every day, I am so privileged to work with nature. It fills my soul. Managing a farm and growing grapes is a slow, long-term process and project, and one day suddenly realising how your farm improved along with the quality of grapes is priceless.

How are you adapting to climate change as a viticulturist, particularly at Vrede en Lust?

• Vrede en Lust has two properties in different regions: Simondium-Paarl and Elgin. The most important aspect for us is planting the best suited cultivars on the right property. Warm climate cultivars that can take heat and high amounts of sunlight and are more drought tolerant should be planted in warmer terroirs. While cool climate cultivars should be planted in cooler regions such as Elgin/Cape South Coast, by doing so, the effect of climate change can be handled because the grapes can handle it.

• Optimally using water is also a key element. We use drip irrigation, soil probes, weather data, and visual grapevine signs to determine when to irrigate and for how long. Therefore, we do not irrigate unnecessarily.

• Different canopy management techniques are applied each year as the seasons differ. We do not have a recipe regarding this and adapt each action for each variety according to the weather.

• More focus is placed on cover crops. Cover crops have an enormous effect on decreasing evapotranspiration from the soil as well as erosion.

What are some of the most exciting developments or trends you are seeing in the world of viticulture, and how do you think they will shape the wine industry's future?

I think viticulture is becoming more and more of a science, and farmers are applying experiments to their vineyards to determine what works and to understand their plants. Site specific precision farming is developing - where how you farm depends on what your terroir requires of you.

Our microclimates in the Western Cape are so diverse, and it is amazing to see how viticulturists recognise the strength of their terroirs and elevate them with precision. The excellent grapes produced from this precision terroir farming are recognised by the wine industry. The wine industry is becoming aware that receiving good-quality grapes will evidently not be the cheapest grapes.

Annette, thank you for sharing your insights and knowledge with us, and congratulations on receiving your Masters Degree in Viticulture.

INSIGHTS TO FUEL YOUR MIND

The Importance of Authentic Branding and Storytelling in the World of Wine

In the ever-changing world of wine, where options abound and preferences vary, branding and storytelling have taken on greater importance. Authentic branding and compelling storytelling have evolved from mere marketing strategies to the heart and soul of a winery's identity, connecting with consumers on a deeper level than ever before.

Crafting an Authentic Brand Identity

Authentic branding is more than a catchy tagline or a logo; it is the embodiment of a winery's values, history, and commitment. A well-crafted brand identity can communicate the essence of a winery to consumers before they even uncork a bottle in the world of wine, where tradition and craftsmanship are extremely valuable.

An authentic brand identity goes beyond aesthetics and delves into the winery's heritage, the philosophy of winemaking, and the people who pour their passion into each bottle. Whether it is a family-run vineyard that has been producing wine for generations or a modern establishment with cutting-edge techniques, the authenticity of the brand shines through when customers can emotionally connect with the wine's story.

The Power of Storytelling

Storytelling is an essential part of human communication, and it is no different in the wine world. A compelling story can transform a bottle of wine from a mere beverage into part of a larger experience. Wineries that weave a compelling story around their products create a sense of intrigue and engagement with customers.

The stories behind the vines, the winemakers, and the region's distinct terroir enrich the wine-drinking experience. From the difficulties encountered during a particularly harsh vintage to the meticulous attention paid to each grape, these stories provide insight into the passion and dedication that go into crafting each bottle.

Forging Emotional Connections

Authentic branding and storytelling are about forging emotional connections, not just conveying information. When customers connect with a winery's story, they become more than just customers; they become brand advocates. This emotional investment frequently results in long-term loyalty and word-of-mouth promotion, creating a positive brand reinforcement cycle.

In a world where wine options abound, brands that can inspire loyalty and advocacy stand out. Customers are drawn to authenticity and uniqueness, and a well-told story can help a winery stand out from the crowd.

Navigating a Saturated Market

The wine market is flooded with options, making it critical for wineries to stand out. Authentic branding and storytelling allow you to cut through the clutter and grab the attention of discerning customers. A brand that can effectively communicate its values, history, and personality has a better chance of resonating with consumers who want more than just a beverage - they want an experience.

The Future of Wine and Branding

As the wine industry evolves, authentic branding and storytelling will remain critical to its success. The digital age has increased the reach of these stories, allowing wineries to reach a global audience. Wineries can share their stories in rich and immersive ways through social media platforms, blogs, and video content, fostering engagement and loyalty.

Finally, the world of wine has evolved beyond its traditional image to become a realm where branding and storytelling are critical. A bottle of wine can be transformed into an emotional experience through authenticity in branding and the power of a well-crafted narrative. In a market flooded with options, wineries that can effectively communicate their unique stories will not only survive, but thrive, forging long-lasting bonds with consumers who value the story behind the pour.

Aesthetics and Tradition: Graft Branding Studio Shapes Napoleonsberg Cabernet Sauvignon

Graft, a boutique branding agency founded by three partners with a shared passion for branding, has quickly established itself as a leader in the industry with a focus on strategic and intentional brand development. With a diverse portfolio of clients and a commitment to collaboration with production-side experts, Graft has become a go-to agency for brands seeking to drive their success through innovative and engaging branding solutions.

Vicki Clark, Project Manager at Graft Branding Studio, shared the story of the flagship Napoleonsberg Cabernet Sauvignon label with us.

Please describe the process used to create the flagship Napoleonsberg Cabernet Sauvignon label.

At Graft, our approach revolves around research-driven methodologies when embarking on a new project, and Napoleonsberg was no exception. Our process begins with research into the overarching brand involved, in this instance, Vrede en Lust. This initial step is followed by an exploration of the varietals and the wines designated tier within the brand’s wine portfolio.

When designing this label, how did you strike a balance between creativity and practicality?

Our primary goal was to grasp the distinctive elements that position this particular wine as Vrede en Lust’s top tier, and the insights gained from our first meeting with the winemaker, Karlin Nel, significantly contributed to our understanding. Ensuring that our research findings are distilled into a cohesive and concise message is a pivotal aspect; we refer to this as the design concept. In the case of Napoleonsberg, the name itself and the mountain beneath which the grapes flourish served as the foundation of our ideation.

The simplicity of this concept presented us with the challenge of crafting a design that exudes opulence and historical resonance, all while harmonising seamlessly with the established brand identity of Vrede en Lust. Ultimately, we recognised that a backdrop of deep black, the black closure, and the refined choice of bottle offered the ideal canvas for a label dieline that artistically echoes the outline of the mountain. Throughout this process, we were reminded that in design, less often holds more power. The mountain, adorned with a golden rim, proved to require nothing more than simple yet regal typography to convey the wine’s name, varietal, vintage, and Vrede en Lust logo.

From the project’s inception, our vision extended beyond the label to the outer packaging. Every detail was weighed with care, be it the shade of gold for the foil, the precise thickness of the mountain’s outline, the optimal placement of the label itself on the bottle, or elements such as the envelope, including additional collateral included in the outer packaging.

The delicate balance between practical and artistic considerations in wine design is second nature to us at Graft, owing to our experience working on wine brands. This balance is ingrained in our design ethos from the outset to the production decisions that conclude the process. Furthermore, maintaining an ongoing dialogue with our clients throughout the design journey is of utmost importance. We ensure their preferences are considered while also sharing our expertise and insights from experience.

Thank you for sharing the Napoleonsberg story with us, Vicki, and we wish you and the Graft team continued success.

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• Winemakers On Fire is written by Mike Carter and published every Sunday. My vision is to be recognised for giving more than taking and to use my talents and skills to positively impact others. Albert Einstein put it succinctly: "Try not to become a man of success, but rather try to become a man of value."