KWV determined to establish Roodeberg in South Africa
| The home of Roodeberg and other KWV brands – an artist’s take on La Concorde, Paarl |
ROODEBERG was once enjoyed exclusively by wine lovers outside South Africa, by farmers who sold grapes to the Koöperatiewe Wijnbouwers Vereniging, by KWV directors and staff, by friends of the farmers and by those who had contacts at the KWV. The brand was born in 1949, but it was only in 2004 that the wine became freely available on the domestic market – click here for the history of the brand and that of the producer.
Back in the day, Roodeberg’s local reputation of a fine wine worth seeking out was largely due to it being difficult to come by. It’s rarity contributed to a perception of quality, particularly in the minds of wine lovers who’d heard about the label but didn’t know the right people to secure some. There was a story which did the rounds that wine bottled as Douglas Green St Augustine and that reserved for Roodeberg were one in the same, that the Saint was the way to get what was denied you via official channels.
Today, the biggest markets for Roodeberg are Sweden, Belgium and Germany. The target market comprises wine traditionalists, 30+, LSM 7-10. It’s made primarily from Cabernet Sauvignon, with Shiraz and Merlot the other main components in a multi-varietal blend. And the price: R62 to R69 for the recently-released 2011, depending on where you buy it.
It’s a good drink, but will it take off in South Africa? Has its time come and gone, or are we at the beginning of a new chapter?
KWV is feeling bullish, having launched a white Roodeberg blend involving Chenin, Chardonny and Sauvignon, established an online presence at www.roodeberg.com plus an “exclusive members club” that will be limited to 500, and determined to build a brand independent of the letters KWV on the label – although the bottle features an illustration of La Concorde, KWV’s head office in Paarl.
The jury’s out…
Back in the day, Roodeberg’s local reputation of a fine wine worth seeking out was largely due to it being difficult to come by. It’s rarity contributed to a perception of quality, particularly in the minds of wine lovers who’d heard about the label but didn’t know the right people to secure some. There was a story which did the rounds that wine bottled as Douglas Green St Augustine and that reserved for Roodeberg were one in the same, that the Saint was the way to get what was denied you via official channels.
Today, the biggest markets for Roodeberg are Sweden, Belgium and Germany. The target market comprises wine traditionalists, 30+, LSM 7-10. It’s made primarily from Cabernet Sauvignon, with Shiraz and Merlot the other main components in a multi-varietal blend. And the price: R62 to R69 for the recently-released 2011, depending on where you buy it.
It’s a good drink, but will it take off in South Africa? Has its time come and gone, or are we at the beginning of a new chapter?
KWV is feeling bullish, having launched a white Roodeberg blend involving Chenin, Chardonny and Sauvignon, established an online presence at www.roodeberg.com plus an “exclusive members club” that will be limited to 500, and determined to build a brand independent of the letters KWV on the label – although the bottle features an illustration of La Concorde, KWV’s head office in Paarl.
The jury’s out…
It’s certain that among older drinkers Roodeberg or ‘Osbloed’ is considered the shiz. My father refused to consider the possibilty that it might even just be an average wine. However, having had a 1978, I can attest to it stood the test of time.