HEINEKEN Beverages backs its wine brands with big plans
EMBOLDENED by the successful revitalisation of flagship brand Nederburg, HEINEKEN Beverages is preparing a similar refresh for another of its super-premium labels, Durbanville Hills.
The award-winning winery in the Durbanville Wine Valley has built a strong reputation for wines of fruit purity and precision, thanks to its cool-climate origins. Within 10 km of the Atlantic Ocean and Cape Town’s CBD, its vineyards enjoy ideal growing conditions and spectacular views of Table Mountain. Since releasing its first wines in 1999, the winery has focused on Sauvignon Blanc and Merlot, now adding Chenin Blanc and Pinotage to the mix.
Liezl Dippenaar, who heads international wine marketing for HEINEKEN Beverages, says Durbanville Hills’ proximity to Cape Town and its hallmark cool-climate style give it strong brand appeal. “We are seeing growth in South Africa, Europe, Africa and travel retail. We’ve also just signed a deal with the UK’s Star Pubs network,” she notes. But she stresses the need to evolve, given intense competition and consumer pressure on disposable incomes.
The Durbanville Hills upgrade will include refreshed packaging and greater emphasis on its acclaimed Tangram blends and Collectors Reserve wines, both of which enjoy strong international recognition. Sustainability also remains central, with initiatives such as a renosterveld garden, expanded olive groves to offset carbon emissions, and a water recycling plant.
This next phase follows the successful transformation of Nederburg, one of South Africa’s best-known wine names. The Paarl-based brand has sharpened its domestic presence and boosted international growth, particularly in Germany, Asia and across Africa. India, Dippenaar says, offers “breathtaking” potential.
Nederburg’s repositioning combined a pack upgrade, refreshed communications, a reimagined brand home, and stronger eco-credentials. Long recognised as an industry eco-pioneer, Nederburg helped develop the Integrated Production of Wine guidelines, is a WWF Champion for water stewardship, and continues to innovate with regenerative farming and biological wastewater treatment.
The refreshed identity balances history and quality with inclusivity and approachability, appealing to long-time fans while attracting Millennials and Gen Z. Its “Yours to Explore” platform underpins creative activations such as the Never Rush a Sunday music series, Dinner of Discovery events, and Studio H’s inventive food pairings.
Wine tourism is another focus, with increased investment in the Nederburg destination and partnerships with Cape Town Tourism. The brand also now hosts the annual Cape Wine Auction gala, further cementing its prestige. International recognition continues, with multiple 2025 Decanter World Wine Awards medals and strong reviews from critics like Tim Atkin MW.
Both Nederburg and Durbanville Hills are adapting to the evolving drinking habits of younger consumers, who value quality experiences over volume. A recent IWSR report shows rising alcohol participation among Gen Z, with 73% reporting consumption in March 2025, up from 66% in 2023.
“With HEINEKEN Beverages’ investment and distribution muscle, our brands are well placed to deliver excellence and value for the next generation of wine drinkers,” says Dippenaar.
