Vergelegen has announced a new partnership with brand-building agency Nimbility to expand its presence in the Asia Pacific (APAC) region.
Strategic Partnership to Drive APAC Expansion
“We are thrilled to be partnering with Nimbility to build our export markets in APAC and increase Vergelegen’s presence and visibility across the region,” said Luke O’Cuinneagain, head winemaker at Vergelegen in Somerset West, South Africa. “Our historic brand credentials, focus on sustainable farming practices resulting in exceptional wine quality, and deep-rooted hospitality credentials which focus us within occasion-based drinking moments, gives us a number of unique selling points that we hope will resonate with Asian consumers.”
The collaboration with Nimbility aims to boost Vergelegen’s brand recognition and market penetration throughout the APAC region. The agency will bring its regional expertise in market strategy and brand development to support Vergelegen’s positioning in a competitive and growing wine market.
Tapping into Occasion-Based Drinking Trends
Francesca Martin, Nimbility founding partner and CMO, commented: “Vergelegen’s deep-rooted expertise in hospitality and entertainment, where their wines are developed for occasion-based drinking—be that a casual picnic with friends or toasting a celebratory dinner—positions the brand extremely well to take advantage of the new trends in occasion-based drinking that are currently hitting APAC. We are excited to be adding these wines to our South African portfolio.”
Vergelegen’s focus on lifestyle and celebratory drinking moments aligns with evolving consumer preferences across Asia Pacific, where premium wine is increasingly enjoyed in social and experiential settings.
Sustainability and Conservation at the Core
Vergelegen’s vineyards are located in the Helderberg region of Stellenbosch and the estate is a recognised WWF Conservation Champion. From 2004 to 2018, Vergelegen led South Africa’s largest privately funded alien vegetation clearing project, restoring 2,240 hectares of land.
“As alien vegetation uses up to 60% more water than fynbos, the project unlocked water resources, allowing natural vegetation to return and animals to thrive,” said Vergelegen environmental manager Eben Olderwagen.
This strong sustainability ethos enhances Vergelegen’s appeal to environmentally conscious consumers in the APAC region and further differentiates the brand in a crowded market.
