Creating a legacy

How do you go about creating a legacy? Something substantial that will outlast your lifetime? You can write that book, star in a movie, sing on stage, become a sports star… While there are a myriad ways with each person having his own views according to their God-given talents, one surefire way could be to create your own successful private brand.

But similar to each of those other fields, this road also has no guarantee of success when you start out. In fact, as all successful entrepreneurs will testify to, creating a new brand is filled with trials and tribulations along every step of the way. Meaning that getting over the first hurdle does not automatically get you to the finish line. And this is actually only the gateway to get your product into the market and onto the shelves.

So why bother? Well, ask anyone who has ever achieved any degree of success. Or rather, look at the enthusiasm and confidence that emanates from them. Then most likely you’ll want something of the same. But first of all you’ll need a great desire to achieve despite all the odds stacked against you. And achieving does not always have to be about you. What about the guy who goes full out to give back from all the blessings that he’s received in life?

Just be very sure that in all instances it is incredible hard work to reach that pinnacle and you’ll need a good team to support you along the way. See building a brand as a lifelong journey – separate from yours and with a life of its own, sometimes actually much more exciting. So take time to acknowledge and celebrate each milestone achieved. Then before you know it, that little brand has grown and stands proudly on its own feet on the world stage. This is of course time to have a great party. But also the time when you should recognize in gratitude all those around you and contemplate whereto from here? Am I there yet? Is my job done yet? Where to next?

FMS has been fortunate to be part of several teams this year that created some very innovative wine brands. Each has its own distinct character, target market, purpose and vision. Let’s salute those brave men who dared to step out of their comfort zones, and in creating something unique took the bold steps to each give birth to a new international brand.

The Full Fifteen Africans Malbec 2013 – Denmark 

www.skovgaardvine.dk/the-full-fifteen-africans-malbec-2013

Africa Promise Chardonnay Sauvignon Blanc 2015 &

Africa Promise Cabernet Sauvignon Merlot 2015 - USA & SA www.AfricaPromiseWines.com

Jacques du Mont Vinho Espumante Premium  - Bolivia, Brazil & Angola

With the wines now all dressed up and some already in the market, the next step for these brand owners and FMS as facilitator is to grow these wine brands into a legacy, introducing it into new countries with careful planning.

Photo credits: 

Incisioni Grafica Pubblicita & Jacques Germanier - Africa Promise Cabernet Sauvignon Merlot 2015

Peter Rimell Photography – The Full Fifteen Africans 

La vie est belle, n'est-ce pas?

When do you say “Life is good, isn’t it?” Is it when having sufficient money to provide in excess of your needs? Could it be that you’re most happy when you’ve achieved a major goal? Or would it be simply enough to share a superb meal with good wine and great friends? My take is: Today is special, use it well. It only comes once, so use every opportunity in creating a unique occasion, making some lasting memories along the way to the sky.

Cape Town harbour

Sure, I know that it’s important to strive to achieve your full potential. But this, like most things, is a life-long quest. What’s necessary is to appreciate the small milestones along the way and to share this fully in the moment with your loved ones in total delight of life worth savouring. Recently I’ve had the good fortune to do a lot of sharing – of excellent wines, sparkling wines and terrific food coupled with many jokes and laughter. To me, this is a day well spent and worth remembering.

It started with me phoning Sophie in a panic, saying that I’ve got clients from the US here in an hour and I need help. She laughs, saying. “Ok, see you just now I guess.” We get off to a rocky start when many wines have Merlot in it – which Yolonda detests. But all ends well later when she and Enoch are in awe of the city’s lights from Signal Hill.

Jacques Germanier Brut Millésimé 2010

Two days later we set out for a tour to two cellars in the Voor Paardeberg Region, clustered around a mountain inhabited by baboons and leopards. Yolonda loves the organic and Fairtrade concepts, but does not approve of dry wines, so when Jaco adds “a touch of sugar” in the form of grape fructose the day is saved. Afterwards we move on to a 3-course lunch starting with Jacques Germanier Brut Millésimé 2010 around a crackling log fire. It is followed by many tales from Enoch on life in South Africa, countered by the two Sophies – our host from Switzerland and our guest from France.

Next we go around the mountain and meet up with the Sfiligoi Italian family, producing wonderful wines since 2005. Attilio regales us with tales of baboons, their love for grapes and their penchant for throwing stones at the children and the farm workers.

CHEVAL D'OR WARLORD 2009

Some weeks before I found myself in the golden wine triangle in Stellenbosch at a wine estate fit for a princess and her knight. Having previously tasted their 7-varietal flagship Warlord 2009 red blend which won 2 gold medals, I'm still astounded by the luxury. The entrance has a magnificent statue of a horse, with vast paddocks dedicated to each stud horse. I mistake their stables and training arena as a hotel. Craig takes me to the cellar across the road where we taste exquisite  individual components of the 2015 white,  Bordeaux and Rhône blends which include barrel fermented Verdelho, Viognier, Chardonnay,  Chenin Blanc, Malbec, Petit Verdot, Grenache and Syrah.

The Full Fifteen Africans Malbec 2013

Sophie and I take to the road again early one Friday to collect and deliver wine labels for Denmark, but setting up two tastings at cellars outside Darling. With Christopher leading the way we clamber up and down metal ladders, tasting the best of the 2015 harvest, including amazing Sauvignon Blanc, Viognier, several Shiraz blocks to be blended later, ending with the premium Lynchpin, a Cabernet Franc Merlot blend.

Some weeks later Jeanine, the winemaker just across the road from Craig, stops at the office to drop off red bulk wine samples. It is not until another three weeks pass that I finally taste these three blends, only to be blown away by the quality of the Merlot based 2011 dry red blend – incredible value!

Little joys can come seemingly at the most inopportune times and in the most surprising ways. It’s up to us to recognize this magical moment and have the courage to digress from our well-laid out plans to fill it up with a little bit of heaven…

Photo credits:-
Anton Blignault - Cape Town harbour
Peter Rimell Photography - The Full Fifteen Africans

Private Label Project # 2

With FMS creating its Private Label Division in 2014, it has finally come into its own during 2015.

The successful launch of Skipper’s (2^nd brand of New Beginnings) in 2014 led us to develop a private label for a client in Côte d’Ivoire (OloPam Nest). Focusing on Private Label Projects since January, it brought in three orders in quick succession from clients in Kenya (ADUA), Denmark (The Full Fifteen Africans) and Bolivia. This is for both still and sparkling wines with quantities ranging from one pallet to a 20’ container. With another three in progress to China and the USA (Africa Promise & Freedom Wines), FMS is becoming quite expert in sourcing wines for specific target markets – all within budget and deadline.

La principale raison du succès is that FMS provides a full turn-key service to you as client - choosing wine from barrel, tank or unlabelled bottles, negotiating with several wineries, providing you a quality wine at best price, and labelling these on schedule. Some clients prefer to handle their own design, while we can advise you on international design contests or using our appointed designer. All labels are printed locally using a trusted associate.

FMS verifies that cellars we propose consistently produce wine of excellent quality, rated independently. The wines can be part of the cellar’s regular range, or we can create a specific blend, style, or varietal to fit your brief. Dependant on volume, you can choose the bottle type, closure and capsule colour. Production lead time is 2 to 6 weeks. Price depends on quality, volume, varietal/s, vintage and region. We will quote you FOB Cape Town, plus handling the full logistical export process to include the CIF destination port of your choice.

La Rue Mouffetard, Paris 1954

At first we need a clear direction to establish: what styles would suit your target market, quantities (840 to 13,200 bottles), launch date, price and quality levels. This wish list is modified into a final brief once we’ve done internal market research on your chosen market. Next, we will access a wine industry B2B website to ensure that we discover and taste all the best options according to these criteria. Chosen samples will be provided free FOB Cape Town, with courier costs for your account.

Brands that we developed for Bolivia are targeted to compete directly against market leaders in their respective categories, namely sparkling wine and apple cider. The product image must compete at a specific price level, using a designated marketing strategy for your target market. We can recommend several options for US clients that require an importer to take care of regulations such as product and label compliance, importation, warehousing and distribution to various states, charging task-based fees. It includes managing the COLA and TTB process to achieve federal regulatory compliance.

FMS can request a graphic design specialist to quote on label, logo and brand name design according to your brief. Apart from essential design elements, the creation of the label is considered in terms of its market position while contextualising your brand’s story. It is a project fee-based task. Regardless of who you use as designer, FMS provides guidance with label approval on technical aspects such as mandatory items, health warnings, importer details and barcodes. FMS has connections with several trademark attorneys and can advise you on these, including foreign translation services.

Label printing is cleared when we receive the SAWIS approval certificate. Labels are printed digital, flexo or litho, depending on quality and quantity. If required, magnetic label dies has a 48-hour lead time. Label printing costs depends on size, quantity, paper and is quoted in full sets. Paper stock is dictated by the brand’s image and wine type. Lead time for design and printing ranges from 2 to 4 weeks. Branded cartons are an important marketing tool. Printing of these can be done at a nominal cost and depends on volume, design and colour. There is a once-off cost for the design stereo.

Once production or labelling is set up we can ask the relevant WOSA country market manager for advice on a launch strategy, potential clients, and creating additional media awareness. FMS could also publish an article in the Wine Marketing Services blog, add it to the FMS website and create ads for the brand on two B2B portals where FMS is registered, providing your contact details.

Due to the correct brief being critical for the wine search and label design, we will guide you on both. We don’t compromise on quality at any step along this exciting journey. With FMS providing you with a cost-effective, turn-key private label solution, you can capitalise on these synergies and expertise in place to launch your own brand, directing your own future.

wine civilization

Photo credits: Thinkstock, Robert DOISNEAU, FMS & Coralie FLANDRE