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[title]Welcome to Mother Sippy, where we shine a light on the talented winemakers, brewers, distillers and mixologists that make sure the Mother City never goes thirsty! From new wine releases to taprooms pouring perfect pints, Mother Sippy is your guide to all that’s good and great in Cape Town’s world of drinks.
South African wine has no shortage of family stories; tales of ambitious farmers and hard-working wine-growers who till the soil and toil in the cellar to create magic from the vines.
But few have scaled from a family farming operation to ‘buy-them-everywhere’ quite like Van Loveren. What started as a family farm in the Robertson Valley has grown into one of the country’s biggest independent wine businesses, with wines sold in 70 countries and a portfolio that now stretches from big-name commercial brands to more premium labels. And some eye-catching recent acquisitions.
Under the leadership of the four cousins – Philip, Neil, Hennie and Bussell Retief – Van Loveren is now in expansion mode, with Overhex, Survivor Wines, Landskroon and Neil Ellis Wines all forming part of the company mix.
Despite the expansion, for Van Loveren’s Managing Director Philip Retief, the golden thread of family still runs through the business.
“A lot of things. Our main offices and tasting room, the lush gardens and Christina’s restaurant all form part of the family story. Several of our labels, like Van Loveren, Tangled Tree, Retief Reserve and Four Cousins, also bring family stories and legacy to the consumer. We speak the language of family, and the team and employees at all levels identify with that reality.”
That sense of identity seems to be a big part of why the cousins have managed to work together so effectively since the cousins took the reins of the family business in 2006. And Retief says that each of them gravitated towards different parts of the business early on: Philip, the finance and marketing guru in the office, Bussell as cellar master in charge of production, Hennie and Neil as the all-important viticulturists.
“This helped us, at a young age, to define our own roles, and over time clarity developed within the structures we built in the process,” says Philip.
Earlier this year, the family received the 1659 Award for Visionary Leadership at the annual Wine Harvest Commemorative Event, a nod to the significant role Van Loveren and the Retief family has played in South African wine.
“I feel blessed and humbled by the honour, as I see it as the most prestigious award in the industry,” says Philip. “For the family, my cousins and brother, and especially both sets of our parents who could share in the moment, it was a wonderful privilege… it emboldens our position as a leading player in the South African wine industry.”
It also comes at a moment when the business is getting bigger, and by design, not by accident.
Along with their own substantial vineyards in and around Robertson, and brands as diverse as Four Cousins, Almost Zero and the (PET-bottle packaged) Tangled Tree, they also own Loxtonia cider. Other high-profile acquisitions mean that the likes of Zandvliet, Neil Ellis Wines in Stellenbosch (where they have a majority stake) and Landskroon in Paarl all form part of the cousins’ growing winemaking empire.
And now the work really starts, says Philip: “Now that it is happening and playing out, how we develop the synergies and build on each brand’s growth will be the real reward. It is exciting and challenging at the same time.”
It’s a savvy blend of volume bottlings and more boutique brands; a combo that allows the cousins to have skin in the game across regions, price points and varietals. Smart move.
The key, says Philip, is allowing each brand to keep its own sense of self.
“We are also strict about brands owning their identities with regard to winemakers, grape origin, vineyards and the winery where the wine is made. This helps balance the premium and commercial sides of the portfolio.”
That commitment to identity matters even more when you are selling wine around the world, and Van Loveren is keeping its feet firmly on the Breede River ground.
“As a generation, we have committed strongly to our identity and place, which includes family, legacy, people, growth and being proudly South African. I cannot see us losing that as we grow.”
That sense of place comes to the fore amid the vineyards on the banks of the Breede River, where the cellar-door experience allows wine-lovers to get a feel for the wines in the place where they are made.
At the Van Loveren cellar close to Robertson, the cellar-door offering goes well beyond a simple tasting. Visitors can book wine tastings and food pairings at tasting pods or on the garden deck. There’s also Christina’s Bistro for wood-fired pizzas and burgers, guided weekday cellar tours with a glass of Cap Classique, self-guided or guided garden tours, and a 7.5km hiking and birdwatching trail on the farm.
At the dedicated Four Cousins facility in Robertson itself, the cellar-door experience is built to be relaxed and family-friendly. Alongside tastings of the full Four Cousins range, you’ll find food-and-wine pairings, Boet Beer on tap and a menu of other tasting options. Hungry? The on-site restaurant serves everything from breakfast to wood-fired pizzas, with the outdoor play area making it a prime stop for families exploring Route 62.
Wine tourism “is extremely important because it creates value and opportunities for the brands, the local economy and people,” he says. “In the long run, I do not think you can build strong brands without this space.”
Strong brands, strong sense of place, and strong family ties. When someone opens a bottle from the Van Loveren stable, Retief hopes they taste more than just the wine.
“I [want them to experience] all of these, but combined with the sense that we have come a long way and achieved wonderful things in a tough industry. Most of all, I hope the wine delivers on the brand promise and the price point.”
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