Heineken Beverages is intensifying its wine portfolio strategy, building on the successful revitalization of its flagship Nederburg brand by focusing on repositioning Durbanville Hills.
The multi-award-winning winery, nestled in Durbanville Wine Valley, is renowned for its cool-climate wines, with Atlantic breezes enhancing the fruit purity and precision of its Sauvignon Blanc, Merlot, and other varietals.
Liezl Dippenaar, head of international wine marketing at Heineken Beverages, highlighted the winery’s strong recognition, particularly due to its Cape Town association. “Its freshness and exuberance appeal to South Africans, European markets, travel retail, and select African countries,” she said.
A recent deal to supply the UK’s Star Pubs network with Sauvignon Blanc, Merlot, and Chenin Blanc underscores its growing global reach. However, Dippenaar emphasized the need for evolution to engage wine lovers innovatively and maintain relevance.
This move mirrors the Nederburg overhaul, which boosted its domestic leadership and expanded its footprint in Africa, Germany, and Asia, particularly India. The revamp featured upgraded packaging, new marketing campaigns, eco-sustainable practices like regenerative farming and biochar production, and experience-led activations such as the “Yours to Explore” positioning.
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Collaborations with lifestyle initiatives like Never Rush a Sunday and culinary events with Studio H have resonated with Millennials and Gen Z, driving increased visitor numbers and multiple 2025 Decanter World Wine Awards medals.
Durbanville Hills is now poised for a similar refresh, with plans to enhance its Tangram blends and Collectors Reserve varietals, known for their international success. Sustainability efforts include renosterveld conservation, expanded olive groves for carbon offsetting, and water recycling. Both brands target younger drinkers, with IWSR data showing a rise in Gen Z alcohol consumption from 66% in March 2023 to 73% in March 2025, favoring high-quality, meaningful experiences.
With Heineken’s global distribution support, Dippenaar asserts, “We’re delivering something interesting and meaningful.” Wine is no longer a sideline—it’s a core growth pillar for the company, both locally and internationally.
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