Perdeberg, Rex Equus and the Icon

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4 Responses

  1. Jhandre says:

    In my view, their reserve range wines are some of the best value buys around. Unfortunately the Rex Equus is not good enough to command the prices they ask. I have only tried the Sauvignon Blanc which is a lovely wine (got it through a friend for R30 a bottle) but pricing yourself in the league of Vergelegen White does not put you in their league in terms of quality. I guess you can ask any price you want, it is after all your job to sell it!

    • johanhburger says:

      Hi Jhandre, I do agree with you that their reserve range is great value for money. What makes me interested is to see what will pan out in future. Will they be able to create sufficient brand awareness to be able to sell the Rex at the price points indicated? Your last sentence is the important one. Just making a good wine and pricing it at a high price point will not create the brand! They will need to go out and develop a whole host of interventions to create the awareness required for an icon wine. Will they succeed? I also like their guts to do something else than just making bulk wine with a bit more in the bottled environment. Worse case scenario the Rex does not sell. Even if it doesn’t, it could very well lead to greater awareness of their reserve range!

      • Jhandre says:

        I just believe that a winery can’t create a icon wine simply by setting out to create one. It just happens on its own when consumers suddenly take note and become willing to go great lengths to obtain it. There are hardly any icon wines in SA. Only 2 comes to mind: Kanonkop Black label Pinotage and Boekenhoutskloof The Journeyman and they are icons because the fact that they are rare and very difficult to get hold of as well as being of superlative quality. People might think a wine like Vin de Constance is an icon wine but I disagree as you can drive up to the winery any day of the week and buy a few bottles (admittedly at nearly R400 a bottle). There are many similarly priced bottles that are getting long unintended cellaring time at the wineries due to their overoptimistic pricing.
        I believe Rex Equus is a good idea but they have the pricing totally wrong and one can’t even taste it at the winery! I think they would be better served to follow the example of Warwick and Simonsig by creating fantastic quality at decent ( perhaps half of current Rex Equus prices) prices, building a following and then putting prices up gradually as the brand builds more equity.