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TREASURE HUNT: EXPLORE NEDERBURG’S HISTORY
Get a bottle at your favourite restaurant and you could walk away a winner.
Nederburg is bringing the narrative of its history and heritage to consumers through a creative, interactive promotional campaign in participating restaurants.
Highlighting three premium wines from Nederburg’s The Winemasters collection, named to honour the winery’s long-established tradition of winemaking excellence, the campaign features the latest vintages of its Sauvignon Blanc, Cabernet Sauvignon and Merlot. These are food-friendly wines with refreshing fruit flavours, elegance and finesse.
The campaign, devised to intrigue, engage, and reward consumers for their curiosity, plays out in the form of a printed map of the Nederburg wine farm in Paarl. The map displays key milestones in Nederburg’s history through illustrations and snippets of information, cleverly disguised to encourage consumers to use a supplied magnifying glass to find the hidden messages. Upon finding these, consumers may ask their waitron for a reward.
Each selected limited-edition pack comes with a beautiful bespoke wine, featuring an almost dream-like, whimsical illustration by local artist Andrew Sutherland, presented with a story card in a sealed envelope, enclosed in an elegant bottle necktag.
There are four unique, custom-designed wine charms and story cards to be collected, each depicting one of four unique characteristics that tell the Nederburg history. Each wine charm is marked with an identifying number on the necktag, making it clear to the consumer which bottle must be purchased next to complete their set.
The story starts with Nederburg’s founder, Phillipus Wolvaart, who bought the land in Paarl for 5 600 Guilders.
Then there is The Dancer, representing the steps involved in making fine wine.
The Music Box reflects the life of Ilse Graue, the gracious wife of Nederburg visionary Johann Graue. Her antique music box is still on show in Nederburg’s finely preserved, historic manor house, a national monument.
The Memoirs conclude the tale, bringing across the subtle nuances of the wines that comprise The Winemasters collection.
This promotion applies to the following wines in Nederburg’s The Winemasters range, characterised by its refreshing, finely balanced and vibrant fruit flavours: Cabernet Sauvignon, Merlot, Pinotage, Shiraz, Edelrood, Sauvignon Blanc, Chardonnay and Riesling. – Citizen reporter