Growing up in Franschhoek and learning to be independent at an early age, Fergill developed a valuable set of skills and qualities. Being the youngest of three, Fergill had the advantage of learning through his siblings’ mistakes and score brownie points with his parents. This life skill proved to be very valuable over the years as today he is managing various brands under the umbrella of one of South Africa’s leading wine producers and keeping a close eye on the mistakes of his competitors.
Fergill’s interest in the wine industry started during his university days when he worked part-time at Plaisir de Merle, in their wine tasting centre. From there he moved to Mont Rochelle and Grande Provence in Franschhoek where he spent three and six years respectively gaining intense experience in international sales, marketing and business development.
During this period he embarked a Diploma in Marketing Management at the IMM Graduate School of Marketing to further his career as his interest in marketing ignited. “When you near the end of school, you don’t realize the magnitude of the decision you need to make for a career path. Most people are sculptured in their careers due to that vital decision they made, but they’re not necessarily enjoying it. Fortunately for me, life gave me the opportunity to first explore what tickles my fancy and then sculptured me into my career.”
He’s now enjoying his 4th year at Perdeberg, implementing his knowledge and experience. Since his inception at Perdeberg, Fergill introduced a premium brand called The Dry Land Collection which is a true reflection of Perdeberg’s terroir. He has just rolled out a complete make-over of their everyday drinking brand, the Perdeberg Popular range, in the FMCG market after two years of planning and consumer testing. Both brands continue to grow not only in the domestic market, but also international.
Fergill summarizes the marketing arena as no place to take a nap: “There’re no standard marketing rules to apply, as consumer behavior continuously changes and dictates what the markets need to offer. If you, as a marketer, do not adapt to the changes and evolve, you’ll soon wipe the dust from your face as your competitor steps in front of you, meeting the needs of the consumers. You need to be innovative and always seek first-mover advantage.”
He’s got a go-getter attitude and his friends and family describes his personality as compassionate and never a dull moment!
Fergill spends his free time with his wife and four year old son, enjoying golf; fishing and weekends away. His favourite wine is the Dry Land Collection Joseph’s Legacy which he thoroughly enjoys with a venison fillet over low heated coals. You can contact him at fergill@perdeberg.co.za.