New label for Chateau LibertasJune 30th, 2011 by Andrew Moth | Categories: beverages, industry, products, tourism, training
Chateau Libertas, one of South Africa’s longest established red wine blends, has been given a dramatically new look as it gears up for its 80th birthday next year.
The bright yellow rectangular label (above right), has made way for a sleeker, more contemporary version that however still features the Cape Dutch homestead that has graced the bottle since its inception in 1932.
To co-incide with the new make-over, the brand is running an sms-based competition in which the two main winners will each receive R100 000 in cash to undertake their own home renovations, as well as expert guidance in how to go about it.
In the first stage of the campaign, current bottles of Chateau Libertas will appear in stores, featuring a necktag announcing the imminent new look and providing details of the makeover competition.
Once the new-look bottles are in circulation from August, they will be supported by extensive in-store merchandising that will also serve to encourage winelovers to enter the competition.
“Although there will only be two cash prizes, we are also giving away DIY kits to many of the lucky entrants to inspire them to get started on revitalising their homes,” says brand spokesperson Jackie Olivier.
“The initiative is intended to start building greater awareness for this iconic South African brand, ahead of its 80th birthday, when additional marketing events are being planned that will be announced in due course.”
Olivier stresses that while the label is to receive a make-over, the intrinsics remain virtually unaltered. “We are keeping the cork closure. The pleasure of uncorking a bottle of Chateau Libertas is still very much a part of the experience for many South Africans. The style of the wine is also being retained.”
The cabernet sauvignon-led blend includes merlot and shiraz.