Centered around the brand’s status as one of South Africa’s first wine producing estates, the positioning aims to convey the brand’s timelessness in a way that will resonate with a new generation of consumers: ‘Every Generation Finds Greatness’

“Boschendal has been producing premium wines in South Africa since 1685. For over 300 years, our winemakers and cellar masters have passed on their secrets to creating great wine, from generation to generation. This new positioning aims to capture that sense of history, but for today’s generation of wine drinkers,” says Boschendal marketing manager, Ben-Johann du Toit.

Taking its lead from the recent trend towards ‘slow living’, the campaign is spearheaded by a sophisticated television commercial which draws a series of comparisons between classic vintage products and the Boschendal brand - a classic vintage in its own right.

Du Toit continues: “Ten years ago there was no doubt that faster was better. Fast food, fast cars, quick getaways, faster computers, shortcuts, instant replies, instant gratification, shorter flights, direct routes, faster internet. But the pressure-cooker environment in which Generation Y consumers find themselves has sparked a nostalgia for an era when things were simpler, choices were fewer, and life was a little bit slower. This generation has a strong desire to associate with brands that it regards as real and enduring; brands that have history and substance. Brands that, despite their age, never get old, just get better.”

The campaign, which also includes print and digital executions, was created by TinFish Advertising.

Creative director Shaun McCormack comments, “There are very few things in this world that age well. Wrinkles form. Colour fades. Rust sets in. But Boschendal is different. The older it gets the better it gets. The terroir improves. The vines mature. The wines become better. And the longer all of that keeps going on, the better the wines become, the stronger the brand becomes.”

“Boschendal has earned its right to be considered a vintage brand. And a good vintage never gets old, it just gets better,” concludes Du Toit.

For more information on Boschendal, visit www.boschendal.com.