Winemakers On Fire, Issue #31

Good day, and a warm welcome!

This week we introduce Gynore Hendricks, the talented winemaker at the forefront of Great Heart Wines, a winery with a mission to promote equity and meaningful transformation in the South African wine industry. Founded by Chris and Andrea Mullineux, Great Heart Wines is owned by the employees of their multi-award-winning Mullineux & Leeu Passant Family Wines, and all profits from the sale of Great Heart wines go directly to the staff shareholders. But the heart and soul of the operation is Gynore Hendricks, a trailblazing winemaker whose passion for creating exceptional wines is only matched by her commitment to making a positive impact in her community.

In the world of wine, the label plays a crucial role in capturing the attention of potential buyers. It's a vital component of a wine's branding, and a well-designed label can significantly impact how a wine is perceived and valued. When Bien Nacido Estate sought to update the labels for their premium Black Tier wines, they turned to designer Jordan Jelev, The Labelmaker, to help them create a new visual identity that would accurately reflect the exceptional quality and status of these wines. In this issue, we explore Jordan's creative process, the challenges he faced, and the stunning final result of his work.

Meet Gynore Hendricks, The Trailblazing Winemaker of Great Heart Wines

Chris and Andrea Mullineux's vision of finding a sustainable way to achieve equity and meaningful transformation came to life with the creation of Great Heart Wines. The multi-award-winning Mullineux & Leeu Passant Family Wines staff are the owners of this business, and all profits from the sale of Great Heart wines go directly to the staff, who are also the company's shareholders.

The African Wagtail, a bird known in South African folklore for its selfless and brave acts in assisting others, was chosen as the symbol of Great Heart Wines. Jaco Sieberhagen, a well-known local artist, created the stunning artwork, which perfectly captured the essence of the bird and the company's spirit.

Our guest this week is Gynore Hendricks, Winemaker of Great Heart Wines.

How did you get started in wine?

I grew up in the Swartland and was always fascinated with the vineyards in the region. I enrolled in the Elsenburg Agricultural Institute and completely fell in love with the farm life and working in the winery.

Do you have a degree in winemaking?

Yes, I have a BAgric degree in Cellar Technology from Elsenburg Agricultural Institute and finished my studies there in 2016.

What has surprised you about being a winemaker?

There exists an amazing culture of support between the local winemakers as well as between the different suppliers and bodies within the South African wine industry. This type of comradery is hard to come by in most businesses.

What goals in winemaking are you still working to achieve?

I would like to travel to different wine regions in the world to experience their unique wine styles, varieties, and expressions of their soils. My winemaking philosophy is to always make wine that truly reflects the character of its origin to the best of my ability.

Who do you most admire in the world of South African wine, and why?

This will most definitely sound like a cliche, but I admire Andrea Mullineux. For the last five years, she has been my mentor, and it has been an absolutely wonderful journey. She is extremely skilled and always eager to share her knowledge, experience, or advice. I started working with her as a Cape Winemakers Guild Protégé and under her guidance, I have grown into a very confident winemaker.

What do you find to be the hardest part of the harvest?

The hardest part of harvest for me personally would be that some things are out of your control as a winemaker (for example, the weather). One is often reminded during harvest that you are working with Mother Nature, and no matter how hard you try to plan ahead; ‘she‘ always has the last say. It teaches one very quickly to have patience and adopt an ‘adapt-or-die’ attitude.

What makes your wine unique?

As a winemaking collective at Great Heart, every shareholder is involved with the production of the wines in some way or form. Be it in the vineyards, cellar, packaging, or sales, this brings a unique team spirit and excellent quality to the end product and brand.

How has climate change impacted your approach?

Climate change has certainly changed how we, as winemakers and viticulturists, think and act. I believe that the most important aspect of any change in nature is to steer clear of any fixed recipe, but rather treat each vintage individually alongside its required vineyard practices for that year. Climate change is real, and we have a huge responsibility to protect our soils and old vines; hence, we constantly adapt to weather patterns, the growing of vines, and grape picking dates, to name a few.

Thank you, Gynore, for sharing your thoughts, wisdom, and experience with us, and we wish you and your team at Great Heart Wines nothing but the best in the years to come.

Celebrating “The Labelmakers” Wine Label Restyle for Bien Nacido’s Black Tier Premium Wines

Designer Jordan Jelev, The Labelmaker, was tasked with revamping the labels for Bien Nacido Estate's Black Tier wines. The previous labels had become outdated and failed to adequately communicate the premium and exclusive nature of these top-tier wines. With a focus on elevating the visual identity of the Black Tier range, Jordan set out to create new labels that would accurately reflect the exceptional quality and status of these wines. We share his story.

A Fused Label Design with Strong Detailed Embossing for a Premium Look.

As a designer, I had the privilege to restyle the labels for Bien Nacido Estate Black Tier wines. The existing labels had become outdated and did not accurately convey the premium and exclusive quality of these elite wines.

To position the Black Tier on the top shelf where they belong, I aimed to create a classic and elegant design. I took an innovative approach, fusing two types of black pulp paper into a single label. The resulting texture and depth of the label ensured that it stood out on the shelf.

To add sophistication and character, I used strong embossing on the gold-foiled Adobe House and Bien Nacido brands, creating a rich and detailed texture that makes the label a true work of art. The classic burgundy bottle with the black matte capsule and elegant golden stripe on top completes the premium look.

Throughout the process, I felt a great responsibility to preserve the character of these elite wines. It was crucial that my wine label restyle be both classy and elegant while still reflecting the true essence of the Bien Nacido Estate Black Tier wines.

Dagaprint.com, a world-renowned printer, produced the labels with exceptional precision and attention to detail. Their mastery of every aspect of the design ensured that the final product exceeded my expectations.

This project was an absolute honour for me, and I am humbled by the opportunity to have worked on it. With the guidance of Tommy Gaeta and his marketing and production team, every detail was perfect. Overall, I am proud of the final result and confident that these elite wines will now be showcased and appreciated as the premium products they truly are. This wine label restyle was an exceptional project, and I am thrilled to have been a part of it.

Thank you, Jordan Jelev, The Labelmaker, for giving us a glimpse into the redesign process of the Bien Nacido Estate Black Tier wine labels. Your insights into the motivations behind the redesign, as well as the creative decisions made to elevate the visual identity of the range, have provided us with a deeper appreciation for the artistry and craftsmanship that go into creating a truly exceptional wine label.

Shaping the Wine Narrative: Delivering Impactful Insights

Reputation is Key: Trust Shapes 81% of Wine Buying Decisions

The importance of reputation in the wine industry cannot be overstated. According to recent research conducted by Smart Insights, a trusted source for marketing insights and trends, 81% of consumers need to trust a brand before making a purchase. This highlights the critical role that branding, and reputation play in consumer decision-making and the potential impact they can have on a winery’s bottom line. 

The "80/20 Wine Principle" applies the well-known Pareto principle to the wine industry, specifically in the context of branding and reputation. This principle suggests that approximately 80% of the success of a wine brand can be attributed to 20% of the branding activities. By identifying and prioritising the most impactful branding activities, wine businesses can maximise their results with minimal effort. This principle emphasises the importance of strategic decision-making and efficient resource allocation in building a strong and reputable wine brand. 

There are several key branding activities that can have a significant impact on reputation in the wine industry. These include:

• Building a strong and consistent brand identity

• Developing high-quality and differentiated products

• Investing in effective marketing and communication strategies

• Engaging with consumers through social media and other channels

• Focusing on sustainability and social responsibility

Overall, the power of reputation should not be underestimated in the wine industry. By focusing on key branding activities and leveraging the “80/20 Wine Principle," wine businesses can build a strong and positive reputation that drives success and growth.

Stand Out with Artful Messaging

Hello, I'm Mike Carter, The Wine Wordsmith and mastermind behind Winemakers on Fire, where I'm dedicated to providing insightful and engaging content that informs readers about the wine industry. My expertise extends beyond this publication, as I also collaborate with wine professionals who are dedicated to building strong, reputable brands through engaging and effective content. I believe effective communication drives success, which led me to create the "80/20 Wine Principle," emphasising key branding activities that have the greatest impact on reputation and consumer perceptions. My goal is to provide practical insights to help wine businesses build strong, reputable brands that resonate with their target audiences.

Whether you're in need of newsletter copy, blog posts, or case studies, let's connect and discuss how I can help you reach your audience in meaningful ways. To learn more, please feel free to get in touch with me via email.

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