Fresh Start For Stormhoek

South African brand Stormhoek has introduced an ‘ultimate freshness’ date to the labels of its Sauvignon Blanc, Pinot Grigio and rosé.

South African brand Stormhoek has introduced an “ultimate freshness” date to the labels of its Sauvignon Blanc, Pinot Grigio and rosé, which all retail at £5.99. Brand owner, Orbital wines, believes consumers will benefit from this advice on when to enjoy these wines at their best. The recommendation on the back label states, “To enjoy this wine at its freshest and best, consume before March 2007.”

Stormhoek suggests that white and rosé wines are best consumed within two years of vintage, but red wines will receive a longer drinking recommendation. Orbital have researched the legal ramifications of such a statement and is satisfied that the “fresh before” initiative is in line with EU labelling directives.

Orbital does not forsee problems with unsold stock passing its freshness date, suggesting that a promotional arrangement could be reached.