De Grendel Wine Estate joins the social commerce revolution

04 Aug 2015

Leading in a new era, Sir De Villiers Graaff took on the responsibilities as 4th Baronet of Cape Town earlier this year with the same vigor as his ancestors. With the launch of its new online wine store and website, he takes the legacy of his father, Sir David – founder of De Grendel Wines – into the online world of social commerce.  

“The launch of the new De Grendel website is a first step in our digital initiatives,” says Graaff. “We want to make it as easy as possible to buy De Grendel wines online, no matter how friends of De Grendel Wines access the internet.”  Whether lovers of De Grendel wine use a computer, tablet or mobile phone – or whether they visit the website or social media channels, buying De Grendel wine will be only a click away, he continues.

The Graaffs have always embraced the future and the technologies of the time. The first baronet of De Grendel, Sir David Pieter de Villiers Graaff, was not only mayor, but also the man responsible for building the first reservoirs, electrifying the city and building the Table Mountain cableway. The fascinating story of De Grendel and the Graaff family is a major part of the new website.

The new look is on par with the best winery sites in the world. Not only is it responsive to whatever device is used to visit the site, it also allows visitors to make instantly-confirmed restaurant bookings, chat directly with tasting room staff and download detailed tasting notes on the last three vintages of De Grendel’s wines.

The online strategy coincides with the 2015 vintage which may well turn out to be on par with the benchmark 2007 vintage, according to Charles Hopkins, cellar master of De Grendel Wines. “All the varieties, from the MCC’s and the Noble Late Harvest to the heaviest of Cabernets, are of exceptional quality this year.”

Special benefits for Loyalty Club members: The site has been designed with De Grendel’s thousands of Loyalty Club members in mind. Once logged in, members will notice the prices already discounted by 10%. They will also see special offers and wines available exclusively to members, such as the next vintage of De Grendel Chardonnay/Viognier blend, Winifred. Members will also be able to book for exclusive De Grendel Loyalty Club wine tasting and food pairing events hosted around the country.

A refer-a-friend programme will soon be launched which will allow Loyalty Club members to gain further discounts when their friends sign up. Membership to the Loyalty Club is free on purchase of 12 bottles of De Grendel wine.

De Grendel Restaurant online: Diners will be able to instantly make and confirm restaurant reservations via the new website. Chef Ian Bergh, known for his unique take on contemporary Cape Town cuisine, also shares recipes from the restaurant kitchen on the website.

Admire the beautiful crockery with its signature De Grendel blue gracing the tables? The merchandise in the online shop includes a range of bespoke crockery designed for De Grendel restaurant by ceramicist Mervin Gers and produced in his Cape Town studio.



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