Since Simonsvlei came under new ownership in 2022, the iconic Paarl winery has seen a complete turnaround. The new owners have shown a strong commitment to building the brand, which has existed since 1945, and are taking full advantage of the cellar’s strategic location in the Boland.
Simonsvlei, owned since 2022 by a European consortium with strong South African ties, has successfully completed its first phase of revival, with a new restaurant, recreation area, farmer’s market and lifestyle area next to the dam (with floating stage). A new kids play area and the popular Karoo Craft Brewery means the new venue is everything a lifestyle destination should be. “We remain a family destination, with something for the whole family,” says COO Jacques Fourie.
As part of the ownership structure of the famous South African Cheese Festival, presented at the Sandringham Estate outside Stellenbosch, Simonsvlei’s diverse offerings extend beyond the Paarl property. The SA Cheese Festival will offer something for the whole family and events will expand to include Gauteng and KwaZulu-Natal.
“Our focus will be on the Simonsvlei brand and its development, but we also know what power there is in strong partnerships and collaboration,” says Jacques. Further renovations will include an office area above the existing facade and a conference facility for smaller groups. “Our long-term goal is to establish an exceptional experience and superior presentation under one roof.”
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- Big bottle.
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- Big flag.
Tasting venue
Apart from the new facade and surrounding buildings, the giant wine bottle has resumed its pride of place as a famous landmark along the N1 highway under a new vintage. The massive 23-meter flagpole is a new addition – the largest national flag in the country – next to a newly refurbished dam that doubles as an events venue.
The new Ons restaurant conjures a sense nostalgia as exceptional venue for the whole family while offering gourmet dishes for the connoisseur. It will resume many of the old favourites, such as Sunday afternoon buffet dinners, while adding some new special touches from general manager and chef by Willem Cillié. “Our focus is on being a family destination, but there will always also be an element of surprise on the menu,” he says.
The tasting venue offers sweet and savoury pairings with the Simonsvlei range, as well as fun ice cream pairing – each with a kids’ option. Convenient platters are available to complement tastings. A brandy tasting completes the lineup, with a newly released ten-year pot still brandy called Paragon XO, and a five-year-old brandy, the Numzaan (a term of respect for a family head or leader).
Karoo Craft Brewery (KCB) will carry their own craft beers while serving pizza, ribs and chips. Simonsvlei will keep adding to their lineup with a vodka, gin and other products in the pipeline.
Expanded wine range
The Simonsvlei wine range has been relaunched and expanded with new branding and labels.
“Our traditional offerings have been renewed, giving old favourite wines a fresh feel,” says Jacques. “And we now offer a wide variety from white to red; dry to sweet, Cap Classique and sparkling to fortified wines; and from the exciting and cheerful to truly sophisticated products in the ultra-premium segment of the market.”
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- Simons Blanc
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- Simons Rood
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- Simonsvlei Pinto Blanc
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- Simonsvlei Pinto Tinto
The new labels on the Simons Blanc and Simons Rood blends feature an artistic rhino illustration on the labels. When a case of six bottles are arranged together, it creates the illusion of a walking rhino. A portion of the Simons series’ sale price is donated to rhino conservation.
The renewed Lifestyle range includes Pinotage rosé, Sauvignon Blanc, Chenin Blanc, Merlot, Cabernet Sauvignon and Pinotage. Several premium offerings have been added to the Simonsvlei range.
The Zeffer series (derived from Greek mythology) comprises a red and a white blend positioned for the premium market. Wines targeting the new generation of wine drinkers include Ja Mocka (Pinotage) and Toffee Chunk (Syrah), which have cheerful and distinctive labels.
The new Vineyard Selection consists of a Shiraz rosé, Pinot Grigio, Chenin Blanc, Sauvignon Blanc, Chardonnay, Cabernet Sauvignon, Merlot, Shiraz and Pinotage.
Other new offerings include the Portuguese-inspired Pinto Blanc and Pinto Tinto (a reference to one of the owners’ surname, Pinto), which feature the famous Portuguese rooster on the label alongside the existing lifestyle range.
The naturally sweet range includes a natural white, red and rosé, while a fortified wine called Humbro has been marketed as a red Jerepigo. A dry white and dry red are also marketed in box format, while the winemaker’s choice of a dry red was released in a magnum bottle.
A white and a rosé sparkling wine (Capesecco) completes the new range, but a Cap Classique Brut and Brut rosé targeted at the premium market are on their way.
Helena Senekal is the chief winemaker, assisted by Robert Greig.
“We’re proud of what has been achieved in a relatively short time,” Jacques says. “Although we have already done major expansions and renovations (with more underway) and have now launched a truly comprehensive brand offering, we also remain true to the founding motive of 1945: to offer quality wine at affordable prices that exposes the consumer to the best flavours of the Cape winelands.”
Simonsvlei offers the following services:
Cellar:
- Cellar services for wine, which includes the storage of bulk wine, filtering, additions and blending as well as the loading of bulk wine to the port and other shipping points.
- Full press services for the 2023 crop.
Warehouse:
- Storing packaged products and preparing orders within a bonded facility.
Historical highlights
- 1945: Founded as corporate wine cellar.
- 1950s: The media dubs Simonsvlei the Western Cape’s “wine king” after the cellar won every trophy at the Paarl/Wellington/Franschhoek Agricultural Show.
- 1960s: Sarel Rossouw, manager and winemaker, receives the Farmer’s Weekly trophy for the highest marks at the Cape Wine Show over seven consecutive years.
- 1970s: R1 million is spent on new cellars.
- 1980s: Fourteen Simonsvlei wines are classified as ‘superior’ and receive private labels such as “Mr Rugby”, in honour of Dr Danie Craven.
- 1990s: Simonsvlei becomes a company.
- 2000s: The wine range is expanded to 19 specific offerings, with the superior range being the largest which still focuses on single cultivars and receives various prizes.
