Fairview celebrates workers with rebrand

14th September, 2011 by Rupert Millar

Fairview has introduced new labels emphasising the role of its workers.

Introduced with the 2011 vintage the new label introduces a new coat of arms buttressed with the “iconic” Fairview goat and a farm worker.

Speaking to the drinks business, Fairview owner Charles Back said that the “development of human resources is vital for South Africa” and that he is seeking to “empower all those who participate in the brand.”

Back said that he had been working on the redesign for a little over a year and the new emblem incorporates everything the farm is involved in.

A press release from Fairview stated: “The crest which forms the heart of the new label is unpretentious and devoid of heraldic devices, ribbons or shields. It has a distinctive agricultural feel and conveys the essential elements that encompass Fairview.”

He also added that he believed it to be the only label in South Africa that visibly made a reference to the farm workers.

The shield is quartered to include a key, a basket press, an olive tree and a scroll, which variously represent the Back family, values, the importance of family and growth and the artisanal nature of the wine and cheesemaking.

The crest is three stars and a shell, which is the imagery on the gable of  the Fairview manor house – completed in 1722.

These motifs were chosen to highlight the work over the last two decades of the team who have “worked tirelessly to acquire better vineyard sites and to improve the vineyards, cellar facilities, winemaking and cellar door experience.”

Back insisted that the goats would remain in the “Goats do Roam” and the new “La Capra” ranges to retain a sense of fun.

A Q&A with Back will appear on the drinks business’ website next week.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

Brand Marketing Manager

ATOM Supplies Ltd
Tunbridge Wells, UK

Senior On-Trade Sales Manager, London

Nyetimber
Central London, UK

Maverick Drinks Portfolio Ambassador to the North

Maverick Drinks
North West England, UK

Key Account Manager – Wine – On Trade – Dubai

Vantage Hospitality - Dubai
Dubai, UAE

Brand Ambassador European Markets

Bodegas Torres
Spain

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more