Brand Tone

Evocative, Authentic, and Reverent. The language is rich with words like "mysterious," "intangible," and "distinctive," rooted in storytelling, sophisticated, knowledgeable, and aiming to stir something "in the soul." The core slogan is "Savour the interesting."

Brand Values

• •Heritage and Legacy
• •Terroir and Authenticity
• •Quality and Craftsmanship
• •Storytelling

Best Practices

• •Always anchor the copy in a story, whether it's the history of the old road, a specific vineyard's legacy, or a local legend. Storytelling transforms a product into an experience.
• •Use descriptive words that appeal to a sense of mystery, history, and authenticity—such as "gnarled vines," "pockets of earth," "storied," "enduring," "revered"—to reflect the brand's tone and create a premium feel.
• •Frequently champion the "Old Vines" concept, explaining its meaning (concentration, character, resilience, history) to educate consumers and justify the wines' premium quality.
• •Consistently tie the wine back to its specific place (Franschhoek, Stellenbosch, or the individual vineyard), mentioning the soil, climate, and history of the location to reinforce the value of terroir and authenticity.
• •Maintain a tone of reverent quality by being confident and proud, referencing awards and high scores for credibility, while balancing it with a humble reverence for nature, the vines, and the region's history to uphold the brand's authentic soul.

Social Perception

Old Road Wine Company is perceived as a high-quality producer offering excellent value. It is seen as a serious and respected winery, supported by numerous awards and accolades. Customers consistently highlight excellent service, beautiful settings, and great food and wine. Wine enthusiasts and critics revere the brand, particularly its single-vineyard and old-vine bottlings, viewing it as both a must-visit destination and a producer of critically acclaimed, characterful wines.

Copy Examples

• •In every bottle of our Grand-Mère Sémillon, you can taste 85 years of history. Sourced from the gnarled, time-tested vines of the famed La Colline vineyard, planted in 1936. These vines have weathered decades of sun and storm, and now they give us a wine of incredible character and grace. This isn't just Sémillon; it's a tribute to the matriarchs of the valley. Savour the interesting. #OldRoadWineCo #OldVines #Franschhoek #Semillon #SouthAfricanWine #Heritage
• •Go beyond the tasting notes. Journey down the old road to Franschhoek, where every vineyard tells a story and every bottle holds a piece of our history. Our Single Vineyard Collection is a tribute to the pockets of earth that make this valley unique. Discover wines with character and a sense of place. Free shipping on orders over R1000. Shop the story today. #SavourTheInteresting #CapeWine #Terroir #OldRoadWineCo
• •Wines That Speak of the Soil and the Soul. At Old Road Wine Co., we don't just make wine. We are keepers of a legacy, tending to the old vines that have defined the Franschhoek Valley for generations. Discover wines with character and staying power.
• •Subject: A Taste of History, A New Release This season, we are proud to release the new vintage of our Stone Trail Chenin Blanc. Harvested from a certified Old Vine vineyard planted in 1982, this wine is a testament to what nature, time, and patience can create. It’s a story of resilience and concentration, told through notes of quince and a distinct minerality that could only come from this place. Be among the first to experience it.
• •More than a Syrah, this is the voice of the wind that sweeps through the high-altitude vineyards of Franschhoek. Our Pepper Wind Syrah is crafted with minimal intervention to let the unique terroir shine through. Expect bold fruit, a hint of spice, and a linear texture that speaks of its mountain origins. It’s a wine with a story to tell—one of endurance, elevation, and the untamed spirit of the valley. A wine that doesn't just speak to the senses, but to the soul.