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| Lula by Rudera |
| 12 October 2012 by Rudera Wines |
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| Rudera has a history
of producing wines made with a classical approach that express a sense of
place, style and character. Rudera has not only launched the Lula brand of wine
at Cape Wine 2012, but is also proud to announce that sole-ownership has
reverted back to one of its founding members. |
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Riana Hall has been instrumental in
the Rudera brand throughout an illustrious history and is set to keep the brand
close to its roots. Rudera also wish Johan and Elbie van Vuuren all the best on
a well deserved retirement.
The name
Rudera is the plural form of the Latin word “Rudus” meaning broken fragments of
stone. This encapsulates our winemaking philosophy of producing terroir
-driven wines, ensuring that our wines remain unique, show
the sites and the vintages and above all demonstrate their individuality.
Lula
translates as “easy” from Xhosa and Zulu, giving it a true South African
character while the endorsement phrase “by Rudera” and wax seal, reinforces the
individuality theme and lends credibility. With the Lula brand, Rudera now
launched into the most competitive segment of the wine market with a strategic
balancing act; borrowing equity from the premium parent brand, while telling
its own brand story.
Lula is an “endorsed” brand lending
Rudera’s stamp of approval to a new wine brand at a lower price without being a
weak imitation of the premium wines or a one dimensional cheap and cheerful
image.
In the light
of the Rudera theme of the individuality of each wine’s terroir, the Lula brand
has a more relaxed approach to pedigree but remains true to Rudera’s focus on
the uniqueness through wines with typical cultivar characters, resulting in the
brand named Lula.
With the label design we aim to
excite the consumer, showing Lula’s fresh, bright, fun yet elegant personality.
The easy style of the wines true to its cultivar characters, enforced by the
packaging and price makes it something different and not more of the same. Lula
has the ability to stand out from the crowd, has its own identity and potential
to build equity. Lula benefits from the endorsement of Rudera, while not
relying entirely on it to be successful.
The fun and easy character of the Lula Brand has already inspired
consumers to wax lyrical about the wine, as “quoted” from a Consumer’s Poem
about the Lula Syrah:
Lula Syrah
She is smooth and dark and sultry
A warm exotic dear
Her scent pervades my nostrils
Her spirit placates fear
And when her bottle’s empty
There’s another dozen here
That’s my Lula
I’m glad to have her near
I watch her like a hawk
That’s my Lula
She really pops my cork
A smooth and spicy baby
With a smoky hot behind
A ripe and fruity body
For when I unwind
That’s my Lula
She’s really quite a find
By: Anonymous
For
information, tastings at the beautiful historic farm or direct
cellar orders contact info@rudera.co.za or visit www.rudera.co.za |
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