‘No brand lives forever,’ Spar’s group liquor manager, Mark Robinson, insists. ‘Acknowledge when it’s day is done and reinvent it.’
He approached Tertia when sales of circus-themed Carnival tanked. ‘The look was tired and old. We needed modern, aspirational and sexy, incorporating for the first time our Olive Brook brand, a big seller in glass.’
Client expectations forced Tertia to push her own boundaries. Designed to fool the eye from afar, the embossed metallic-gold-printed, UV varnished logo gives the impression of expensive gold foiling, she explains. ‘By depicting a wineglass as a focal point to denote celebration, with twirling grapes as party elements, a cleaner, sleeker “Carnival” atmosphere was created.’
The packs were phased in gradually, after which advertising boosted sales by 40%, restoring the brand’s glory days before it ran out of shelf steam. Sales have continued to rise, says Mark.
The boxes, supplied by Shave & Gibson, are filled at Orange River Cellars. ‘We consistently achieve 85% to 90% efficiency on lines running Olive Brook compared to the standard 70%,’ operations manager Klippies Botes reveals. ‘We’re currently changing all our packs over to Olive Brook standards.
‘We ended the first quarter of the 2020/21 financial year up 225 000 litres or 24% on the brand.’
Tertia is also the left brain behind Fynbos wine-in-box range, produced by The Grape Grinder, co-founded by husband Johan (PPM Festive 2017).
The wine was exported to Norway and, locally, is now exclusive to Checkers. ‘I lost myself in fynbos research, drew each flower on a large scale before combining the images for a three-litre slimline BiB,’ Tertia enthuses. Available in chenin blanc and merlot, launched over Easter, Fynbos will add rosé in October.
For a small operation, sales are fantastic, says Johan, having increased three-fold from February to March. ‘We’re hoping the look will encourage first-time buyers and its quality will keep them coming back.’
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