I have found it particularly tough to write in recent weeks; the writer’s block was due to mutually exclusive reasons. One, the preoccupation with the redesign of our website and two, the spate of rural unrest that swept through the Western Cape in recent weeks.
Our website is a very positive development. It has taken a number of months to come to fruition, as we attempted to communicate “Du Toitskloof’s personality” on a computer screen. Quantifying it and putting personality to design is more complex a process than we had anticipated. However, with much collaboration, numerous marketing meetings and working with wine.co.za, we managed to work within their web-design template and come up with something more visually-stimulating, fresh and streamlined.
We have firmly jumped on the social media bandwagon in 2012 and this is reflected on our improved website, with a “Social Media Toolbox” located at the bottom of the page. With the plethora of platforms that appeal to different people, from Pinterest to Twitter, from Facebook to WordPress, we needed to speak to everyone without creating a cluttered appearance. We’re hoping our clients have found our increasing diversity useful and tailor-made to their needs.
On the slightly unpleasant side, the rural unrest in certain Western Cape farming communities has had us quite alarmed; the gross generalisation of public utterances have been extremely disheartening. As one of the largest FairTrade (Fairhills project) flag-bearers in Africa, with empowerment and best- in-industry labour credentials, it was heartbreaking and disappointing to have the entire industry painted with one broad brush by political opportunists.
Public anger was stirred in certain towns amongst the seasonal rural workforce or unemployed living in informal settlements. So much of the so-called “farm worker strike” was peppered more with rural-town service-delivery issues, structural societal unemployment and political posturing than it was for its media moniker: farm protest. This is evident in our valley, where seasonal work is rare, our community is part of the Fairhills project and where sound labour practices and rural empowerment is priority. You cannot mobilise content people working for mutual benefit, so we escaped the contagion. Through the hard work of farm employees and our accredited producers and their constant, collective engagement, we have escaped unscathed as a community and stronger than ever.
In better news, 2012 has been the year of the accolade. We have been completely humbled by the slew of awards that our wines have accumulated. Just late last week, three of DuToitskloof box-wine offerings made it to the Top10 in South Africa, with our Chenin Blanc taking poll position. This came on the back of a very successful Michelangelo Awards ceremony, awarding numerous of our wines, including an auspicious double gold for our Dimension red-blend. The FNB Sauvignon Blanc Top10 awards named us as one of the best in the nation and the only larger producer to win such a stamp of high-quality approval. Even our brand new, naturally sparkling range, Cape Beach Club, was awarded as Best Value for Money wine in its category for 2013.
With the last couple of years being the time of austerity, we are pleased to offer wines of distinction at excellent prices. Stressed consumers don’t have to sacrifice their inner sommelier in lieu of their wallet. We will happily oblige no matter what the packaging may be; we do not compromise on excellence between the bottle or box, cork or screw-cap.
We are also getting close to announcing our premier red-blend range. At an exclusive tasting, prominent wine commentators were invited to the cellar to taste Willie Stofberg’s latest and greatest straight from the barrels. Once Quest is launched, we will have all bases covered and we will offer a wine for any occasion.
In the vineyards, things are looking good for 2013. Most vines look particularly healthy and although we had some pretty vicious wind over the last week or two, the damage appears to be minimal. The best Christmas present we can receive is if the weather continues to play ball; we could be in for a good harvest if current estimates are anything to go by. With a good winter behind us, our water reserves are also looking healthy for the latter part of summer.
Finally, but by no means least important, is the role that you, the loyal Du Toitskloof consumer, has played in making 2012 great. Thank you for continually believing in us, our producers, our winemakers, our workforce and other contributing parties. Thank you for rewarding our continued efforts to produce value-of-money wines in a socially responsible manner. Thank you for always arriving at the store and saying, “When in doubt, go with Du Toitskloof.” This vote of confidence in our unwavering commitment to consistent quality, is what keeps us successful and means we too, can look forward to an even better 2013 with your support.