Marketing is all about launching new ideas and selling the brand and South African wine is up against ever-increasing global competition. The Nederburg Auction is recognised by aficionados the world over with its aim to auction rare and mature wines. The event attracts international buyers resulting in the promotion of South African wines worldwide.
Like many successful projects, the auction came about because of a real need to showcase a new and novel wine style. The wine was the 1968 Nederburg Auction Edelkeur, a noble late harvest wine, golden in colour, with nuances of honey,rose petal, citrus and with a syrupy consistency on the tongue and aftertaste as legendary as its success. It has received global accolades yet this style at the time was not recognised and was rejected by the local wine board.
This spectacular product was handcrafted in the Nederburg cellars by German national, Günter Brözel: a man with an Italian passion for life and wine. He oozed enthusiasm, his eyes glinted with good ideas and he inspired many he shared his wine with. In his tastings, he described his wines as a romantic poetry rich in colour, flavour, potential and virtues. With this approach he shook the industry and inspired a generation of Cape winemakers.