Bold new ventures on course for Ernie Els Wines

Date: 04/06/2007
AUTHOR: Press Release - Chris Mitchell

– “Living with wine” motto gets put into practice in 2007 –

2006 proved to be an exceptional year for Ernie Els Wines, with the twin themes of expansion and innovation weaving themselves throughout developments that took place during the year.

Ernie Els Wines (EEW) experienced unprecedented interest in their wines from both new and existing overseas markets during 2006 and once again wines from across the spectrum of the EEW portfolio garnered great critical acclaim. Wine fundis from all corners of the world agreed on their exceptional quality and to cap the long lists of awards and medals during the year, Ernie Els Wines was named the Best Emerging Winery by consumers in a poll conducted by a leading South African wine publication.

Ernie is thrilled at the reception his wines and other South African wines are receiving worldwide. “Throughout my travels across the world, it is incredible to see how well South African wines are being received. Every year I can see that there is more knowledge and more excitement about the wines from our country and as a South African it makes me very proud to be associated with the industry and our wines,” says Ernie.

Recently Ernie Els Wines’ flagship red blend, Ernie Els, received outstanding ratings from two of the world’s most influential wine magazines. The 2003 vintage received a 95 rating in the Wine Enthusiast and 92 rating in Wine Spectator – the fourth consecutive year that the Spectator has awarded the wine its exceptional 90-plus rating. This celebrated wine has also received some of South Africa’s most prestigious accolades, including a number of five-star ratings in recent editions of the John Platter Wine Guide – the most recent being the five stars awarded to the Ernie Els 2004 vintage.

The Ernie Els packaging was revamped during the year and buyers have the option of receiving their Ernie Els bottles in unique, lightweight and elegant aluminum presentation boxes that represent a first for the wine world. This trend-setting step reflects EEW’s mission to be the first with innovations, not only in the creation of their wine, but also with all accompanying aspects of wine production.

The Ernie Els was not the only wine to be singled out by wine critics during 2006, with a number of wines from the EEW portfolio receiving critical acclaim. South Africa’s largest competition for market-ready wines, the prestigious Veritas Awards saw Ernie Els Winemaker, Louis Strydom, emerge as the best red winemaker in South Africa by virtue of the awards received for his wines.

The annual Veritas awards give recognition to wines of exceptional quality and are presented by the South African National Wine Show Association. This year EEW was one of only a handful of South African wineries to walk away with the top awards at the award ceremony in September, scoring a double gold medal for Engelbrecht Els Proprietor's Blend 2004 and a gold medal for the newly-launched Cirrus Syrah 2004.

Packaged with a distinctive silver-foiled label, the Cirrus – a brand new addition to the portfolio – caused heads to turn not only amongst wine critics, but amongst red wine lovers in general. Much as the wines in the rest of the EEW portfolio were born of the friendship between Ernie and Jean Engelbrecht, so too the Cirrus was born from a trans-Atlantic friendship between Jean and Ray Duncan, the owner of Silver Oak Cellars in Napa, California.

Jean was always drawn to the wines of Silver Oak and after meeting Ray Duncan, a strong friendship was formed between their families. This bond led to the creation of the Cirrus Wine Company with the idea of the wine being produced in South Africa. In 2004 Ernie also became part of this exciting venture that now includes all three families who all share the philosophy that wine should bring people together.

Their inaugural wine – a Syrah – was first produced in 2003. As it turned out their maiden vintage was an exceptional vintage in South Africa and the Cirrus immediately created a buzz in the wine industry.

Aside from the Veritas gold medal it received this year, the Cirrus was also awarded gold in the Old Mutual SA Trophy Wine Show and given a 90-point rating in the Wine Spectator. Jean, Ray and Ernie are delighted with this reception and believe they have successfully captured the essence of a Rhône and South African style Syrah with their Cirrus and say the recent accolades confirm their beliefs.

“Cirrus is a joint venture that seeks to bridge wine-making paradigms,” explains Ernie. “It is incredibly exciting to collaborate on a project that involves making a product of excellence utilizing techniques, ideas and philosophies from two world-class wine regions,” he says.

Ernie Els Wines celebrated the launch of the Guardian Peak Winery and Restaurant in December 2005. Opened just before Christmas, the 500 ton winery features a contemporary and stylish restaurant which offers the very best in food and wine pairing – combining innovative and flavoursome dishes with the opportunity to sample the superb range of Guardian Peak red wines.

The Guardian Peak range of fruit-driven wine embodies the new-world style of wine-making which allows the wines to be enjoyed at an earlier age. These serious, but accessible wines have been enthusiastically received by consumers and connoisseurs who both applaud the wines’ quality and value.

The new winery and restaurant are situated on land adjoining the Els estate in Stellenbosch’s scenic Helderberg region. The contemporary architecture of the building is sophisticated, yet understated. Its design ensures guests enjoy uninterrupted panoramic views of the region’s three majestic mountains, as well as its namesake, Guardian Peak – the highest point of the Stellenbosch mountain range.

The venture represents a natural progression of Ernie and Jean’s philosophy of “living with wine”. The restaurant’s rationale is that good wine should accentuate the flavor of good food. With this in mind Guardian Peak’s master chef, Corli Els creates a sensational seasonal menu pairing dishes that exactly compliment each of the wines in the Guardian Peak range. Previously head chef of one of the region’s most prestigious restaurants, Corli’s knowledge of food is without equal. Her passion for food is evident to guests who are able to watch and interact with Corli in her presentation kitchen as she goes about creating her delicious dishes with gusto.

In June the Guardian Peak Frontier was singled out by the international panel of judges at the Old Mutual Trophy Wine Show and awarded the prestigious Trophy for the Best Red Blend (Shiraz-based). Internationally, the Frontier was placed second in the Red Blend category of the Tri-Nations held in Sydney, Australia in July.

The recent tributes join other prestigious awards on the Guardian Peak Winery’s trophy shelf. They include a 2002 Veritas Wine Awards double gold medal for the 2001 Cabernet Sauvignon/Syrah blend and another double gold medal at the 2003 Veritas Wine Awards for the Guardian Peak SMG 2001, their innovative Rhône-style blend.

2006 saw Guardian Peak introduce a new wine – the Lapa Cabernet Sauvignon. In the South African context, a “Lapa” is a traditional thatch-roofed outdoor area of a home that is used as a gathering place to entertain and socialize. Lapa also serves as a slightly cheeky pun in reference to the well-known Californian wine region!

The Guardian Peak Lapa is a big, heavily wooded style takes all the characteristics of new world Cabernet Sauvignons enjoyed by Ernie and Jean and combines them in one characterful wine. The Lapa is not only big in terms of taste, it is bottled in an imported Italian bottle that is currently the heaviest wine bottle in South Africa. Its bold style and packaging ensures it makes an unforgettable statement and makes sure that it rightfully takes its place as the flagship wine of the Guardian Peak range.

The year saw EEW making significant in-roads into new and exciting markets. Brand Manager, Duncan Woods, believes the wines within the EEW portfolio are poised to make an even bigger impact on both the South African and international markets in the coming year, and explains that there has been a surge of new market interest for the brand, ranging from China, Cayman Islands, Quebec and central Canada, Indian Ocean Islands, Greece, Korea, as well as the United Arab Emirates.

Other Ernie Els Wine initiatives in the pipeline for 2007 include the opening of the first of a chain of branded wine bars and the introduction of exclusive wine and golf safari tours to South Africa.

Operating from New York and London, the tours will come on stream early in 2007 and offer discerning international traveler’s one premium package that incorporates all the finest elements of South African wine, golf and safari tourism in a seamless combination. This leisure experience promises small groups of guests unsurpassed five star attention and hospitality and will take them to many of South Africa’s most scenic attractions and luxurious hotels.

The idea of the branded Ernie Els wine bar has been one that has been on the EEW drawing boards for a while. The need to find the right site and for the detailed preparation and planning to make this venture a truly world-class operation, has seen a slow build-up to the launch of this establishment which will take place in 2007.

The wine bar is currently being built in an historic district of Stellenbosch and will be called “The Big Easy” – after Ernie’s inimitable golfing style that went on to became his popular nickname.

Featuring cutting-edge design and décor, the new premises promises to deliver a comfortable and relaxing environment in which wine lovers can kick back and enjoy the outstanding wines of the EEW portfolio, wines of friends and neighbouring producers, and some of the finest French Champagnes.

Plans are already afoot to establish “The Big Easy” in other key cities across the world – bringing the magic of the EEW brand to international patrons.

Ernie and Jean both agree that the future looks bright for EEW. “The range of wines and the intellectual capital within our portfolio have created a synergy that will keep us on the cutting-edge of wine-making and brand-building internationally,” they say.