In general, players in the modern South African wine industry have been relatively slow to recognise the importance of brand-building, preferring the micro approach of marketing centuries-old buildings, terroir-driven vineyard sites and finely-tuned artists working among a few rows of barrels lined-up in a dank cellar. With the importance of economy of scale in driving a successful business coming increasingly to the fore as a non-negotiable part of the business model, Brand Building in Wine 101 is now all the rage, and one of the names popping up on the case-study list is Stellenbosch’s Kleine Zalze.
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