South Africa’s Mulderbosch Vineyards Refocuses After Acquisition, New Investment

In 2011, South African winemaker Mulderbosch Vineyards was acquired by Terroir Capital, an investment group led by former Screaming Eagle co-owner Charles Banks. That deal has since brought a new round of investments in Mulderbosch, aimed at reaffirming its role as one of South Africa’s premier wineries.

Located in the Stellenbosch Hills area about 25 miles from Cape Town, Mulderbosch Vineyards has seen recent changes that include a renovation of its facilities, a move to bring the brand under Terroir Capital’s wing in the U.S. market and the hiring of a new winemaker, Adam Mason, formerly of Klein Constantia.

Mason recently told SND that Mulderbosch has been focusing its U.S. efforts around its core Chenin Blanc ($13-$14 a 750-ml.), Sauvignon Blanc ($17) and Rosé of Cabernet Sauvignon ($10), as well as Bordeaux blend Faithful Hound ($25). Driven by the rosé, Mulderbosch’s U.S. volume is expected to rise by more than 25% to above 40,000 cases this year, representing about a quarter of the winery’s production (the U.S. is Mulderbosch’s second-largest market after Sweden, with South Africa ranking third).

“The rosé has been very successful. It’s a great value, and a little different from other rosés out there in that it’s made from Cabernet,” says Mason, adding that Mulderbosch has benefited from less fragmented distribution and better pricing leverage in the U.S. since being relaunched in all 50 states by Terroir Capital.

Looking ahead, Mulderbosch plans to bolster its upscale presence with three single-vineyard Stellenbosch Chenin Blancs, each from a distinct terroir. Mason believes that those wines, slated to be released next summer or fall, will help show South Africa’s quality and diversity of styles within its signature varietal. Mulderbosch has yet to decide on price-positioning for the higher-end Chenin Blancs. “We have to be realistic, but I’d think they’ll be priced upwards of $25 a bottle,” Mason says.

Longer-term, Banks told SND last year that the goal is to grow Mulderbosch to 150,000 cases in the U.S. market within five years. If South African wine’s recent performance in the market is any indication, things seem to be headed in the right direction. Year-to-date through June, South Africa’s bottled wine exports to the U.S. were up 11% to 447,000 cases (bulk shipments fell by nearly a third to 626,000 cases).

Tagged : South Africa, wine

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