Chateau Libertas 2009

By , 15 July 2011

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The old...

...and the new.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Chateau Libertas has been made uninterrupted since 1932 and has become one of South Africa’s best loved wine brands with good reason. With news having recently broken of a label change, a bottle bearing the “retro” look for sentimental reasons. Now “Cabernet based with additional Shiraz” and briefly staved, it’s still good everyday drinking. One can only speculate as to why parent company Distell feels that a makeover is in order. Is this a product that is intended to have greater appeal to the status-conscious emerging market? Or is it simply in decline and a new label equates to a rearguard action on the part of the marketing department? Hope the SAB-Lion Lager case study has been carefully examined…

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