Winemakers On Fire, Issue #7

Good day, and a warm welcome!

Christian Eedes recently published an interesting opinion piece titled "The significance of entry-level wine brands" on winemag.co.za. Christian discusses the value of entry-level wine brands and their role in the wine industry. Here are some takeaways:

• While prestigious labels, as featured regularly on this website, often steal the spotlight, it is essential to acknowledge the vital role played by wine brands at the bottom end of the market, which serve as a foundation for the entire wine industry.

• The fear is always that the lower end of the wine market is a wasteland of mediocrity, but there are operators at play here whose commitment to quality is unwavering and well demonstrated.

• A proviso to all of the above is that it is up to brand owners to communicate with consumers, and this is not one of the South African industry's greatest strengths.

You can read my perspective in Insights to Fuel Your Mind below.

Product packaging is not just a container; it's a showcase.

In a 30-minute shopping session, your average shopper is exposed to more than 20,000 product choices. More than 70% of purchase decisions are made on the spot. A product on a supermarket shelf has less than three seconds to grab the attention of a shopper, and their decision to buy or walk away depends largely on the packaging of the product.

• That’s why product packaging has evolved from being so much more than just a product container to a powerful strategy for marketing the product and the brand. In fact, as many as seven in 10 consumers agree that packaging design influences their purchasing decisions.

• Packaging is often the first interaction that shoppers have with a product. It is tactile and intimate. It tells a story, sets the tone, and provides a tangible experience for consumers. It showcases a brand and its unique identity.

• That’s why packaging is increasingly becoming a part of a brand’s positioning, and its ability to build a competitive advantage and drive new innovations.

Read the story.

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.

LET’S BE FRIENDS: Follow me on LinkedIn. Let’s connect here.

If you have a tip or story idea you would like to share, please email me; I’d love to hear from you! In case you were wondering, participating is absolutely FREE! - Yes, you read that right.

If you would like to receive the Winemakers On Fire newsletter every Sunday, this link will take you to the signup page.

This week features an exclusive interview with Alvi’s Drift owner and winemaker Alvi van der Merwe, plus we showcase Jordan Jelev’s Profundo wine label and share the story behind it.  

Alvi's Drift Vineyards: A Behind-the-Scenes Look with Owner and Winemaker Alvi Van Der Merwe

Alvi van der Merwe initially studied medicine, but he is widely known for his perfectionism, dedication, and passion for winemaking. The story of Alvi's Drift begins with his grandfather, Albertus Viljoen van der Merwe, who acquired a piece of fertile land in 1928 and began planting vines. According to Dr. Alvi van der Merwe, his grandparents realised the value of the transfer of knowledge and skills, and they passed on their passion for winemaking to their children and grandchildren.

Today's guest is Alvi van der Merwe, owner and winemaker of Alvi’s Drift Vineyards, nestled in South Africa’s Breede River Valley region, 20 kilometers south of Worcester.

As a medical doctor, you bring perspectives to winemaking that other winemakers may not have. Could you please share with us some of your unique insights?

Winemaking is the art of taking the sensory perception that started with fruit in the vineyard and shifting it onto a complex, bottled product. Having a scientific background adds to this sensory perception, and it’s probably beneficial in the quest to make a wine that is chemically and biologically perfect.

You are well-known for your perfectionism, dedication, and love of winemaking. What is your winemaking philosophy?

My winemaking philosophy is very simple. For me, it all starts in the vineyard with phenolic ripeness. This term simply refers to when a grape is optimally ripe—when the flavours are all in balance. From there on, it’s the art of combining the senses with scientific knowledge. For example, to determine the yeast fermentation temperature, whether or not there should be specific yeast-wood contact, and so on. Finally, the elevation of the product into something sensorially balanced that entices the palate.

What do you enjoy most about being a winemaker?

The greatest pleasure we have as a team of winemakers, the culmination of all our hard work and passion, is to see people enjoying our wines. It’s a great privilege and by far the most enjoyable aspect of what we do.

How do you incorporate creativity into your winemaking?

I think I’m privileged to have been born sensitive to the sensory gifts of nature. The scents of the veld, the taste and aromas of food – coffee, and freshly baked bread, to name just a few. I try to apply this sensory perception in my profession, and this allows me to be very creative in my work. However, my goal is always to create wines that people will truly enjoy.

What are some of the most exciting developments currently taking place in the South African wine industry, and how do you see Alvi's Drift contributing to these trends?

South Africa contributes just 3% to the world’s total wine production, yet our country’s wines have won an incredible number of international awards. There are just so many great products of distinction, and this is something we can be really proud of. Alvi’s Drift Private Cellar has, to date, also won numerous international wine awards. We hope to continue making top-quality, award-winning wines for a long time to come.

How do you see technology's role in winemaking evolving, and what impact do you think it will have on the industry in the coming years?

Well, advances in technology are already changing the world as we know it, and the wine industry is no exception.

For example, I mentioned the phenolic ripeness of grapes earlier. Machines can’t taste like humans do, but they can measure the ripeness of a grape, the size of the fruit, and so on. They can evaluate the colour of the seeds and even check for diseases. With this information, machines can decide which grapes are ready to be picked.

The latest mechanical harvesters now have photo-chromatic sensors that can actually see the colour of the berry. If the berry is green or pinkish and not dark red, they will kick it out of the reception bin. This work is currently being done by hand, but it will all be done by machines in the future.

Then, the next stage, which I believe is quite exciting, is that robots or drones will be used to detect disease in the vineyard. Instead of spraying the entire vineyard, they will only spray the affected vine and possibly the vines that are affected surrounding that area. Working like this will help to preserve our environment quite a lot, but it will also, unfortunately, take away a lot of work opportunities from the labour force that we are currently using.

I think this technology, AI in particular, will have quite a dramatic effect on agriculture as a whole. Will the quality of wine be impacted? Well, a machine can’t taste, so I think we will have to wait and see. But certainly, in terms of chemical analysis, disease control, and the selection of berries, I think AI will probably be better at these things than humans.

I think, all things considered, this is an exciting time. In terms of winemaking, the overall quality of wine should improve. The super-specialist stuff, I think, will probably still be very sensory, and human input will be required. Remember, a human only uses a small percentage of its brain capacity, and I think humans might have to start using a little bit more if AI takes over in the future.

Marketing and selling wine require a different set of skills than winemaking. Is it difficult for you to balance the demands of winemaking and marketing and sales?

Certainly, it is. But I am privileged to have such a brilliant team of people working with me, which really does help a lot. Each of our team members contributes to our overall ability and our strength as a business. Everyone has a role to play. All I do is steer and guide, taking advice, and interpreting it. Then I try to add value and support where I can.

We have a really remarkable marketing team, and many of them know a lot more than I do. But I do try to fill in where I can or where I’m needed. They use me and my skill set where required in their efforts. But certainly, when it comes to marketing and sales, I think they might be a little better than I am.

Thank you for sharing your unique perspective with us, Alvi. We wish you and Junel continued success.

INSIGHTS TO FUEL YOUR MIND

Exploring the Significance of Entry-Level Wines

When it comes to the world of wine, entry-level wine brands play a significant role. These brands cater to novices and those just beginning their wine journey.

Here are some of the reasons why entry-level wine brands are important:

1. Accessibility: Entry-level wine brands make wine more accessible to a wider audience. They frequently have low price points, making it easier for people to experiment with different wines without breaking the bank.

2. Education: Entry-level wine brands offer novices the opportunity to learn about different grape varieties, regions, and winemaking techniques. These brands frequently provide clear and concise information on their labels, assisting consumers in understanding the fundamentals of wine.

3. Building Confidence: Trying new things, especially when it comes to wine, can be intimidating. Entry-level wine brands provide a comfortable starting point for beginners to develop their palates and gain confidence in their wine preferences.

4. Exploration: Entry-level wine brands frequently offer a wide range of varietals and styles, allowing beginners to try new flavours and discover what they like. This exploration can lead to a deeper appreciation and understanding of wine.

5. Brand Loyalty: Early in their wine journey, many consumers develop brand loyalty. Starting with entry-level wine brands allows consumers to develop a connection and loyalty to a specific brand, which can carry over as they advance in their wine knowledge and preferences.

It is worth noting that entry-level wine brands are not just for beginners. Wine enthusiasts of all levels will appreciate the ease of access and value that these brands provide. Entry-level wine brands have a place in the wine industry, whether you are a novice or a seasoned wine drinker.

So, the next time you're browsing the wine aisle or perusing a wine list, don't overlook the significance of entry-level wine brands. They provide a gateway into the world of wine and offer a starting point for exploration and enjoyment.

The Art of Wine Label Design: Jordan Jelev's Profundo Wine Label and Winery Logo and the Story Behind it

I make no apologies for making a habit of showcasing Jordan Jelev’s creations. His work is next-level, and I’m proud to have the opportunity to give him the recognition he deserves.

The Profundo Wine Story

The Project

Profundo is a small family-owned winery in José Ignacio – Uruguay, South America, run by Malin and Trevor Durnford. I was really surprised to learn that they sold their business and moved from Sweden to Uruguay. What an amazing and intriguing start to this new project!

They decided to name their new venture ‘profundo’ which means ‘deep’ in Spanish. For Malin and Trevor, the word carries the meaning of deep change and deep transformation, as they have started something brand new to them and are both family and team. My brief was to reflect this short story and create a logo and wine label design for the winery.

The Challenge

I have always been surprised by the challenges that every new project hides for me – new requests, new personalities, new ideas, a new approach. Profundo was something like no other, as I deeply understood how unique this story was, and at the same time, I felt great responsibility because a family from the other end of the world had decided to trust me and my skills, being surrounded by hundreds of wineries and surely by many other serious designers. Well, call it what you want, but for me, this was a real challenge!

The Logo

I had plenty of ideas because we had wonderful discussions with Trevor & Malin. Like many times in my career, I started with a blank sheet, did some sketches, and wrote some important keywords that describe the project and give me the right feeling and mood about it. So, after a week and a half of fermenting, I finally came up with a few ideas that reflected the Profundo theme from different angles.

While creating my proposals, I was thinking of something meaningful, meditating on words like deep, depth, change, and roots, but then, after a couple of days, I realised that actually they (Malin and Trevor) were the change, they were the team and family behind this new venture, and they were in constant interaction, which was the real engine of Profundo.

This is how their logo was born. I will probably tell the detailed story in another case study, but in short, it features two figures seen from above crossing hands in an infinity sign. This is how I saw Malin and Trevor and their personal Profundo.

The Execution

Bottle – We picked a classic tapered Bordelaise bottle with a very elegant, masculine presence.
Sealing – Tin capsules branded with Profundo's new logo.
Paper – Like I mentioned above, this project was like no other, even when we speak about paper. We decided to use the amazing Moonlight Paper by Manter because of its crazy ability to offer a semi-transparent look to all debossed areas.
Print – Printing has always been my secret weapon, especially after I teamed up with my friends from Daga Printing House. We used very large, strong, and visible debossing at the centre of the label, featuring the infinity symbol hand-drawn on my iPad Pro in the Procreate app. At the top of it, I placed the newly-designed Profundo logo using a very elegant and precise doming effect in gold and copper colours. At the bottom of the label, I placed the variety and the wine region of the winery.

The Result

For me, the main character in this new label is the Moonlight paper. Its ability to change its transparency when debossed is simply amazing. I really love such types of effects that look very natural and are at the same time very classy and intriguing. I designed a large white label with a great combination of embellishments that are balanced in harmony. When you grab the bottle, you find lots of intricate details, each with its own meaning and life, in this brand-new piece of art.

Thank you, Jordan, for sharing your inspiration and passion with our readers. We wish you every success in the future.

• Thanks for reading; we wouldn’t be where we are today without your support!

• It takes me between 8 and 12 hours to write and prepare each issue. If I had more time, I would have written a shorter newsletter.

• LET’S BE FRIENDS: Follow me on LinkedIn. Let’s connect here.

• If you enjoyed this newsletter, please consider sharing it with your friends. I work hard to create quality content consistently, and every new subscriber helps. This link will take you to the signup page.

• I’m always on the lookout for new guests for your newsletter, so if you’ve got someone you’d like me to interview, email me and let me know, and I’ll see if it’s a good fit. Participating is absolutely FREE! - Yes, you read that right.

• 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."