South Africa’s Vergelegen launches in APAC with Nimbility
Founded in 1700, South Africa’s Vergelegen Wine Estate has announced a new partnership with brand building agency Nimbility to expand its presence in Asia Pacific.
“We are thrilled to be partnering with Nimbility to build our export markets in APAC and increase Vergelegen’s presence and visibility across the region,” said Luke O’Cuinneagain, head winemaker at Vergelegen. “Our historic brand credentials, focus on sustainable farming practices resulting in exceptional wine quality, and deep-rooted hospitality credentials which focus us within occasion-based drinking moments, gives us a number of unique selling points that we hope will resonate with Asian consumers.”
Vergelegen aims to increase brand recognition and market penetration across the APAC region through its partnership with Nimbility.
Francesca Martin, Nimbility founding partner and CMO, said of the deal: “ Vergelegen’s deep-rooted expertise in hospitality and entertainment where their wines are developed for occasion-based drinking, be that a casual picnic with friends or toasting a celebratory dinner, positions the brand extremely well to take advantage of the new trends in occasion-based drinking that are currently hitting APAC. We are excited to be adding these wines to our South African portfolio.”
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Vergelegen’s vineyards are situated in the Helderberg region of Stellenbosch. The estate is dedicated to sustainable practices in its vineyards. As reported by db last year, the South African winery uses drones to drop “predatory wasps” on its vineyards, which it hopes will control pests and outbreaks of leafroll virus.
The wine estate hopes that the wasps, once fully grown, will destroy mealybugs in the vines. Mealybugs are one of the key culprits in causing leafroll virus, which results in bunches of grapes ripening unevenly and taking a longer time to build up the sugars necessary for winemaking.
The partnership with Nimbility is set to leverage the agency’s expertise in market strategy and brand development to effectively position Vergelegen within the competitive APAC wine market.
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