Many entrepreneurs were inspired to launch new products or projects at the dawn of the new millennium. Looking back 18 years on, that of the Retief cousins of Robertson’s Four Cousins range of easy-drinking, affordable wines stands out as one of the most successful in South Africa.
Today they can claim that their range is the country’s biggest selling bottled wine brand. Given their family background and compare that to some of the giants in the industry, one has to applaud this achievement with admiration. The cousins – two sets of brothers – launched not only the wines, but themselves as an intrepid foursome as they marketed their friendly affordable wines country-wide with skill and determination.
Today Phillip Retief, the marketing and finance member of the quartet notes that Four Cousins has been “embraced by South Africans” both in the Cape, in Soweto and Gauteng, in KwaZulu-Natal, by university students and in general the young consumer. They saw that the untapped market preferred sweeter wines, so that’s what Four Cousins gave them.
The group are marking their 18th birthday by revamping the packaging , putting all wines under screwcap, making their labels bigger and better.
The range consists of five still wines – dry red and white, sweet red and white and sweet rosé while there is a quartet of sparkling wines, rosé, blush, red, sauvignon blanc and white which they suggest will make a fine pairing with macaroons, the trendy sweet snack that is a must- have item at every occasion. As the younger consumer is targeted, its pleasing to note that these wines generally sport low alcohol levels, ranging between 8 and 12.5%
An awesome achievement Bussell, Phillip, Hennie and Neil - here’s to the next decade and continued success as the Four Cousins reach every corner of our country and find even more fans in the 62+ countries across the globe. Wow!