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EXCLUSIVE: Terlato To Launch Protea Brand From South Africa’s Anthonij Rupert Wines

October 11, 2012

Terlato Wines is lining up a January launch of a new super-premium South African wine brand, Protea, produced by Anthonij Rupert Wines. Sourced from the coastal region of South Africa, Protea will include a Chenin Blanc and a red blend composed of Cabernet Sauvignon (65%), Merlot (35%) and Shiraz (5%), both retailing for $18.99 a bottle. The wines will hit national U.S. distribution early next year, and Terlato expects to sell around 2,400 cases of each offering in 2013.

Terlato says one of Protea’s key points of differentiation lies in its art-focused packaging. Its bottles are made “using an advanced screen application in which ink fuses with the glass at a very high temperature, transferring original artwork by native South African designer Mark Eisen directly onto and wrapped around the entire bottle.” The bottles themselves aren’t branded, but feature removable branded neckers and back labels. The Protea concept is “aimed squarely at the young, fashion-conscious consumers who are driving trial of brands in the super-premium category and above,” Terlato added.

Protea joins Anthonij Rupert’s eponymous Cabernet Sauvignon and Cabernet Franc labels, as well as L’Ormarins Serruria (a Chardonnay) and L’Ormarins Nemesia (a white blend)—all of which sell at the luxury tier—in the Terlato portfolio. Anthonij Rupert is led by Johann Rupert (the company is named for his late brother), who is also chairman of Richemont, which owns a range of leading luxury goods companies, including Cartier and Montblanc.


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