Mulderbosch Chooses Nimbility To Champion Chenin Blanc In Asia


Iconic Stellenbosch winery Mulderbosch has chosen Nimbility to establish a strategic road-map for building key target markets in Asia, centred around their world-class Chenin Blanc. The aim is to secure importers throughout the region with a particular focus on Greater China and Japan and to build brand presence via expertly planned and executed trade and consumer marketing activity.

Nimbility’s proprietary insight and intelligence work will be used to benchmark the competition, provide pricing structure analysis and recommendations, and inform key decisions such as starting product mix and channel and geography strategy for the focus markets – China, Japan, Taiwan and Singapore.

Mulderbosch’s ability to produce outstanding Chenin Blanc at a range of quality levels will form the beating heart of the strategy. Their entry level Chenin Blanc Steen Op Hout, one of the first Chenin Blancs in South Africa to see any oak ageing, is a perfect by the glass pour for discerning on-trade outlets, while their three highly complex and age worthy Single Vineyard Chenins will be aimed at the premium on-trade and for private clients.

"South African wine is an unsung hero in Asia at the moment, and with Mulderbosch and particularly their amazing Chenin Blanc, Nimbility is setting out to remedy that", says Nimbility Founding Partner Polly Aylwin-Foster.

The Faithful Hound red, a Cabernet Franc dominant Bordeaux blend, is the perfect counterpoint to Bordeaux – greater value, riper with juicier fruit, softer tannins yet with the same Bordeaux-like earthiness – making it well suited to any lovers of good quality Bordeaux. A Single Vineyard Cabernet Franc will complete the premium tier offering for the reds.

Mulderbosch’s Cabernet Sauvignon Rosé, the biggest selling rosé through the Swedish monopoly and one of the top 10 selling rosés in the USA, will be targeted across casual on-trade channels as well as retail, both digital and bricks and mortar.

The unlocked potential of the South African wine category today in Asia, coupled with the exceptional quality to price ratio these wines have to offer, presents a unique opportunity for forward thinking importers and distributors to diversify and expand their portfolios.

Chess Martin