Ray Smuts JUST AS Amarula Cream has caught the fancy of global sophisticates - becoming South Africa’s largest international brand in the process - so too is stable companion Nederburg being positioned for strong growth in foreign climes. Credited with raising Cape wine consciousness like no other, Nederburg is today South Africa’s single largest wine brand, accounting for one in every five purchases of premium wine in the country. Over and above that the focus lies on a foray into foreign markets which, thanks to a global lifestyle repositioning and a R70 million cellar expansion at Paarl, has seen exports soar. In Germany, largest market beyond South Africa, exports of Nederburg wines grew by 59% for the 12 months to May 30 this year, excluding a major new listing with the Rewe Group, one of Germany’s largest retailers with well over 1 500 outlets. In the UK, where the focus has only recently fallen on the retail sector, sales have more than trebled and almost doubled in the US.
