KWV celebrates 90-year heritage

Khotso Manpeule, Sushi & Dr Vis Naicker

The brand has come a long way since its origin as a wine co-operative. The company produces popular brands such as KWV 10 Year Old Brandy, Roodeberg, KWV Lifestyle Wines, Cathedral Cellar, KWV Reserve, Laborie and its latest brand, Café Culture and has been a part of the South African cultural tapestry for decades.

Introduction of wine

Michael Fridjhon, Tammy Sturrock & Thys Loubser

The company only entered the local market with its wines in 2004 - prior to that, South African consumers knew the company primarily for its brandies; the 10 Year Old remains an icon, especially in areas such as the Eastern Cape and KwaZulu-Natal. In addition to its extensive national marketing campaigns, local marketing strategies include a team of brand ambassadors that operate in these areas, promoting and introducing the brand to a wide spectrum of consumers.

KWV has over the years not only interacted with consumers, but has also played a significant role in developing the South African wine industry into what it is today. Originally founded to streamline the South African wine industry by fulfilling the role of custodian and regulator, KWV has pioneered the way forward since 1918.

In 1997, KWV converted to a private company with its previous members becoming shareholders and transformed into a dynamic, modern and commercially successful organisation. Since then KWV has grown from strength to strength and today it retains its place as a leading South African alcoholic beverage company.

A prime example of this successful business strategy is Café Culture, KWV's latest brand, released for the first time in September 2007. Café Culture was especially created with trendy, upmarket consumers in mind. Everything from the intrinsics of the wine to the modern, understated label emphasises the social nature of today's wine consumer. This wine was made from grapes specifically cultivated for this innovative style of Pinotage and is presented in stylish packaging that mirrors its vibrant target market.

The next phase

Sikhumbuzo Madlulua, Thabile Nhleko & Eric Dube

KWV will now focus on the next phase as a private company. In terms of its strategy, there is a strong emphasis on showcasing South Africa - heritage, diversity and excellence - which can be expected to increase the company and its brands' profile in both the Eastern Cape and KwaZulu Natal. “2008 brings with it great excitement and focus. With a proud heritage of 90 years in wine and brandy crafting in South Africa, KWV has a strong foundation for going forward. We are truly and proudly a South African company with strong roots in this country and a vision for the future - both here and abroad,” comments KWV CEO, Thys Loubser.