Stellenbosch-based Reyneke has launched its new Estate range in the UK, marking a significant strategic shift that consolidates a previously fragmented portfolio while addressing consistency challenges for one of South Africa’s top brands.
The Estate range, distributed by New Generation Wines in the UK, sits between the producer’s existing Biodynamic and Reserve ranges at around £30 RRP, effectively merging two previously separate tiers into a single, more focused offering.
“There was a Reserve range at the top, a Biodynamic range aimed at indies and an Organic range which is sold through retailers like Waitrose,” explained James McKenna, MD of New Generation Wines, which has a shareholder in South African wine investment business, Vinimark.
Speaking of yield fluctuations, particularly with regard to flagship wines like Chenin Blanc, there was previously an unpredictable supply pattern which McKenna hopes the new era of Reyneke will address.
“People want to positively discriminate in favour of Reyneke because of [owner and viticulturist] Johan’s environmental message, but if supply changes year on year, it becomes difficult for customers to follow that journey,” McKenna told Drinks Retailing at yesterday’s launch event in Mayfair.
The new Estate range features a number of single varietal wines which join the portfolio for the first time. Sauvignon Blanc, Chenin Blanc, Syrah, Cabernet Franc and Cabernet Sauvignon all feature, and represent a significant milestone for Johan Reyneke, who has spent 25 years transitioning the Polkadraai Hills property to regenerative farming (and managed to drastically improve yield consistency as a result).
A quarter-century into his regenerative investment, Reyneke now feels confident in re-launching much of the portfolio’s middle and top tiers with single variety wines, which remain popular with consumers. The blends of old were missed at yesterday’s tasting. However, the brand has plans to reintroduce these updated wines to the Estate range within the next year.
Yesterday’s event also highlighted how sustainability is integral to the farm’s resilience strategy. As the first and only certified biodynamic wine farm in South Africa, Reyneke has been focused on building soil humus levels that improve water retention and plant resilience. Studies suggest increasing humus levels by 5% can boost vine resilience by up to 300%.
Social sustainability is a cornerstone too. In fact, Reyneke’s aptly named Cornerstone range, which diverts profits into housing and education for farm workers, will soon be re-introduced to the portfolio, sitting between the Estate and more entry level Organic ranges.
“Change is multigenerational,” said Johan, who studied philosophy and environmental ethics before taking over the stewardship of the Reyneke property, which dates back to the 19th century.
The new Estate range, which carries the signature of relatively new winemaker Barbara Melck, is also notable for a switch in aging methods to barriques for Sauvignon Blanc and clay for Chenin Blanc. She has also been instrumental in adopting a more restrained approach to the wines. The range is now more generally recognisable for its flint and minerality in terms of whites and fine tannins and structure for reds – brought together with freshness at the core.
