Van Loveren Wines celebrates four decades with a new look

Van Loveren Wines Sauvignon blanc new label

Van Loveren Wines has launched a new logo and label for their Heritage range with a modern new look. The Van Loveren farm was established in 1937 by the Retief family and was named after a beloved ancestor’s maiden name, Cristina Van Loveren who emigrated to South Africa in the 1600s. (Fun fact, you can view Cristina’s original “kist” in the tasting room.) And so after forty years of the Heritage wine being in the market, the “Retief” family name has finally made an appearance on the logo with the letter “R” between the “V” and the “L”.

You may know the Retief family name from the very popular “Four Cousins” range showing the four Retief cousins on the label. I find it quite sweet that these two family names are now joined.

What I quite like about the Heritage range is that it is quite well positioned as the “next step” in one’s wine journey after consuming a fair share of their popular, and sweeter, Four Cousins range. Consumers can learn more about the single cultivars in their expected form of Chenin, Sauvignon Blanc, Chardonnay, Merlot, Pinotage, Cabernet Sauvignon and more.

Phillip, third generation Retief and Managing Director, says the brand renovation is the result of Van Loveren’s long-time commitment – over generations – to encourage individual strong suits skills for the collective good in a shared vision.

“This played out successfully when the team contemplated a reboot for Van Loveren wines during the pandemic’s cellar-door lockout, it struck them how much the idea of family features.

“This both in the sense of the wines, but, of course, also in the owner-relatives and our employees’s relationship.”

In fact, this ‘group of families’ is the brand’s unique selling position.

And so the packaging design was inspired by the stories, sites and benchmarks across the Van Loveren estate, winery and gardens. The eye-catching graphic on the label is from the original invitation to the wedding of Hennie Retief senior to Jean van Zyl, who acquired the farm in 1937 and named it after one of her ancestors, Christina van Loveren.

Featuring that date in the branding is a nod to the past, but also a reminder of the Van Loveren Family Vineyards commitment to rejuvenation and growth, ever sensitive to consumer appeal.

“Our story has always been defined by legacy and driven by a pioneering spirit – building on the past to create a rewarding future, marked by innovation, dedication and enthusiasm for the wines we nurture,” Retief said.

The wines of the Van Loveren Family Vineyards cover an appealing wide range, with the new-look packaging focused on the contemporary winelover who enjoys sparkling to fortified wine, white and/or red, single varietals and expert blends.

The top-end is represented by the Christina’s Trousseau and Retief Reserve brands, while easy-drinking Tangle Tree and de-alcoholised Almost Zero round off the selection.

Van Loveren wines are widely available from all major retailers and wine stores, as well as online at www.vanloveren.co.za.

Pay Van Loveren Wines a visit

Visit the Van Loveren Wines tasting room in Robertson, about a two hour dirve from Cape Town, and enjoy activities like dining, wine tasting, bird watching and garden tours.