The old (right) and the new look for Chateau Libertas.
80 Years old next year.
That’s the vintage of this fine South African brand.
Statesmen, Generals, Kings and a few Queens (I’m sure) have savoured it’s easy drinking style since it was first blended by the American medical doctor, Dr.W.C. Winshaw back in the 1930’s.
A blend of Cabernet Sauvignon, Merlot and Shiraz, many a South African will nostalgically remember it as a wine they drank as a “housewine in a steakhouse” when they were young.
To give it a more modern revitalised look Distell have redesigned the packaging to feature a cleaner lable that moves from the yellow colour, while still incorporating the Cape Dutch homestead that has featured on the label since the 1930’s.
The cork closure is also retained, no screw cap here.
Chateau Libertas was the banquet wine during the 1947 Royal Tour.
To celebrate the redesign Distell are running a promotion on the necktag which will enable two winners to do a makeover on their house to the value of R100,000 each. The makeover will be assisted by the design team at Tuis/Home magazine and a before and after feature will be done for next year’s May edition, in time for the Chateau Libertas 80th birthday.
At only R19.99 a bottle in Pick n’Pay you can’t go far wrong.
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I can remember drinking this at my sisters wedding in Paarl in 1959. It was the height of sophistication. Most people drank sweet wine or ports and sherries, or beer or whiskey, or even brandy then.
Clare
Does the new look extend as far as a screwcap?
Tash, no they are keeping with the cork – it’s all part of the original ritual. Must say I agree. Cork is better for the enviroment anyway.
Clare
To be honest, I really don’t like the new label. It’s dull and anemic and the bottle now looks like so many other brands. The old label was quirky and warm and part of our heritage. If it’s not broken, don’t fix it as they say.
Tash, Brands evolve and move on……..I thought the old packaging cheapened the actual liquid proposition. When I tasted it I expected to find rotgut, and was pleasantly surprised to discover a very drinkable wine. So I think the new label recognizes this, and re introduces the brand to a whole new generation of drinkers.