PRESS RELEASE - Graham Beck Wines has changed course with Méthode Cap Classique (MCC) as its future focus and CEO Chris du Toit confirmed decisions to endorse the brand’s new market direction with a substantial financial investment.
“This change heralds the start of positioning the Graham Beck MCC range as the absolute high-end market leader in the MCC category in both the local and international market, focussing on the utmost quality,” explains Du Toit. “We will invest R150 million over the next 3 years and this is a major vote of confidence from the Beck family in the bold decision to focus on MCC production going forward.”
This investment will aim to assert the brand’s leadership position, uphold its quality focus and expand the Graham Beck production facilities outside of Robertson. Changes will include annual new Chardonnay and Pinot Noir plantings on the Robertson Estate for the next number of years, utilising clones most suitable for sparkling wines. Additional storage space of 8 000 square meters will be created, allowing for increased secondary bottle fermentation periods for non-vintage and vintage products.
A new pressing cellar will also be constructed over the next 20 months to substantially increase the capacity to accommodate whole bunch pressing in the challenging 18-day window period in which the MCC harvest takes place at Graham Beck with state of the art equipment to be imported from Champagne in France to handle the increased volumes and to uphold the absolutely highest standard of quality.
“We are elated about focusing solely on MCC,” says cellar master and winemaker Pieter Ferreira. “Listening to the market in our journey of constantly increasing our quality, finesse and timeless appeal has always been a priority. Our commitment to being the best means making strategic and investment decisions in our continued pursuit for the perfect bubble.”
In regard to the Graham Beck still wine portfolio, the premium portfolio consisting of Railroad Red, Waterside Chardonnay and Pinno, was sold to DGB (Pty) Ltd. The ultra-premium wines in the Graham Beck still wine portfolio will be depleted in the next few months. The super-premium range of ecologically inspired wines, The Game Reserve, found a new custodian and future owner in the conservation minded Rooiberg Winery, a partner in the Rooiberg Breede River Conservancy. The Game Reserve labels will continue to feature the Graham Beck brand name for the next two years while both Graham Beck Wines and Rooiberg Winery will continue to work together to ensure consistent quality and continuity. The transitions will be supported fully by Graham Beck’s sales and distribution teams
“While we take great pride in our past, we are passionate about the journey we are on and believe that the best is yet to come. Our directorate and owners’ decision to focus on MCC and invest in our enterprise is further confirmation of our ability to embrace the opportunity of change,” says Du Toit. “It also demonstrates Graham Beck’s unwavering commitment to the creation of high end products synonymous with sophistication, timelessness and superb quality.”