A premier event on Cape Town’s wine calendar, the Nederburg Auction serves to showcase the spectrum of award-winning wines and rare Cape finds created by the country’s most talented winemakers.
Since its beginnings in 1975 with the 'famous five' founding participants; Delheim, Groot Constantia, Overgaauw, Simonsig and of course Nederburg, and an offering of just 15 wines, the Auction has evolved into an international event where major local and overseas wine buyers bid for a stringently selected range of the finest wines created by South Africa’s most talented winemakers.
Last year marked the 35th year of this prestigious event, which coincided with the celebration of 350 years of South African winemaking, and overall income fetched just over R4 million.
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Case Study
The Nederburg Auction is a premier event on Cape Town’s wine calendar, showcasing the full spectrum of award-winning wines and rare Cape finds created by SA’s most talented winemakers.
Refresh PR was appointed in 2008 to manage several PR-related portfolios for the Auction, including the compilation of the annual Auction Catalogue, the media tasting function, the media centre and all pre- and post publicity relating to the event.
The publicity brief for the 2008/09 auctions was to secure as much coverage as possible across business media and selected lifestyle media platforms. In terms of PR Value the media exposure achieved was R18.5 million in 2008 and R20 million in 2009 respectively.
