Welcoming Laborie’s La Grande Vie
17:24:00Laborie brings a stylish new French-flair to their iconic range of wines with the introduction of a fresh and elegant look.
“The new direction, together with the brand identity speaks to a target consumer who is chic, confident, sophisticated and elegantly stylish. They can walk down the street or into a room and command attention and admiration. The wine’s quality and intrinsic has remained the same, but we have changed some of the core design elements, enhancing the logo and crest, as well as introducing a new pay-off line La Grande Vie (The Great Life)”, says Laborie Brand Manager, Tanya Blokdyk.
The range, which includes still wines as well as award-winning Méthode Cap Classique’s, epitomises winemaker Kobus van der Merwe’s passion to craft wines that are bursting with flavour, yet light and elegant in style. The new look will be rolled out over the next couple of weeks. The new look MCC’s, Sauvignon Blanc, Chenin Blanc and Shiraz can already be spotted in select retail stores nationally. The rest of range (Chardonnay, Cabernet, Merlot, Merlot/Cabernet) will follow in the next month.
Follow the Laborie journey on Facebook and Instagram where chef Mynhardt Joubert will also share unique recipes paired with each wine. Laborie wines are available at select restaurants, national retailers or the KWV Online Store.
More About Laborie:
In the 17th century, the Tailleferts were a prosperous family in the district of La Bri, in the Poitou-Charentes area of France. After the revocation of the Edict of Nantes in 1685 this French Huguenot family boarded the Dutch East India Company’s ship Gosterland, bound for the Cape.
Laborie was granted to Isaac Taillefert in 1691, which he placed in his son Jean’s name. He already owned the neighbouring Picardie. They set about clearing the bush and planting vines, which was no easy task. But within seven years they were making a drinkable wine. In fact, it was the opinion of a Frenchman, Lequat, who visited the Cape in 1698, that their wine was “the best in the colony and similar to our small wines of Champagne”. With their knowledge of French viticulture techniques, the Taillefert family laid a solid foundation of vineyards and outstanding wine production that is evident today, three hundred years later, in Laborie’s wines of distinction.
Laborie offers a range of white, red, MCC’s and dessert wine.
For more information contact:
Tanya Blokdyk (Brand Manager Laborie Wines) – blokdykt@kwv.co.za
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