Such a fuss over Chateau Libertas – eish, it just doesn’t wash
IT DOESN’T look like it used to, doesn’t taste like it used to, doesn’t cost what it used to… Actually, I wonder who’s drinking Chateau Libertas these days, what with the producer Distell itself fielding both better quality and better value wines under different brand names. Much as I was a fan in years gone by I’d now rather drink something else of theirs – no matter what the occasion. In fact the only reasons that I’m writing about it are my respect for what it once was and my amazement at the audacity of the current marketing.
Last year Distell introduced new packaging for Chateau Libertas – although it took so long for the old label to be phased-out that I wondered if there’d been a change of mind. This month they celebrated the brand’s 80th birthday with a bash at the wonderful Big Easy restaurant located at one of the historic buildings in Stellenbosch – a privileged few were treated to a tasting of “venerable” vintages dating back to World War II, and I wondered why they hadn’t just thrown some parties on the varsity campuses where Chateau was once so very popular with the students.
Yes the wine used to be an amazingly good buy and a source of particular gratification for those who thought they were the only ones who appreciated the longevity of this red vino. But is Distell really suggesting we should be laying down recent vintages of Chateau Lib for drinking in 20 or 50 years time? Do the brand managers really feel that the new label is going to swing things around for a brand that has been gradually losing its reason for being?
That said, there’s a significant amount of marketing muscle behind this wine; it won’t go down without a fight. Although currently retailing for about R34 a bottle it can sometimes be found on special for a whole lot less. Not that it’s only about price… I remember well popping into the Spur restaurant at the Waterfront in Cape Town 10 years or so ago and finding Chateau Libertas to be the only thing on the winelist that was red and drinkable and selling for over R90 a bottle!
