Introducing Old Road Wine Co..
an original wine brand that is making a positive statement about the local wine industry – by not taking itself too seriously.
Instead, the Old Road Wine Co., draws on the importance of stories and consumer preferences, humour, critter labelling, and very old vines, for a layered collection of wines that illustrate the levels of opportunity in the local and international market.
In doing this, the Old Road Wine Co. has succeeded in creating a sensory journey of discovery that will please the sipper to the savant.
The Old Wine Co. Stories
Painting a picture of the Cape Winelands during the 19th century, the labels of Old Road Wine Co. tell the real stories of ordinary characters who provided charm and colour to the Winelands and Franschhoek at a time when this town was rather isolated from the rest of the world.
Backed by research that shines a light into yesteryear, Old Road Wine Co. drew inspiration from unlikely personalities to add extra charm to its wines. Labels range from the trendy to the stately, with backstories that include a hungry dog, a mischievous station master, a misfiring butcher, an industrious grandmother, a poor blacksmith, a gossiping ‘smous’ and a trusted postman, amongst others.
The talented winemaker Ryan Puttick was the conduit bringing past and present together. “Like the stories they tell, Old Road Wine Co.’s wines are made to engage the consumer from the moment they are spotted on the shelve, right through to the moment the empty bottle is removed from the table,” said Puttick. Wines are made with specific audiences in mind, and therefore grapes are sourced from various vineyard sites across the Winelands, as well as old vines.
The raison d’être
The Old Road Wine Co. was conceptualised by a group of investors with a mandate of participating in the future of the South African wine industry. At a time when there are real concerns around the profitability of wine farming, this group makes a positive statement: while not easy, the future of South African winemaking is far from bleak.
The key is listening to your market, and responding to their particular needs. Micro-marketing is a necessity! This is according to Tim Hutchinson, who leads this group of investors: “The Old Road Wine Co. offers wines that deliver something interesting and highly enjoyable at various tiers and price points, which is so important in a marketplace with so many different wants and needs.”
The Old Wine Co. Restaurant and Tasting Room – Franschhoek
The brand home of the Old Road Wine Co. is the strikingly designed ‘any occasion’ venue by the same name, situated at the entrance to Franschhoek, between the Old Main Road and the historic railway line.
These can either be enjoyed outside on the Anemos deck, framed by the beautiful view of the Franschhoek Mountains, or in the eclectic interiors. Here, in The Fat Man Restaurant, guests are welcomed by a visual tribute to the colourful artisans of the past and a mature elegant, yet accessible atmosphere.
IMAGES: Vladislav Yashkov v
