
Following a trend that's long in the tooth, wine giant Gallo is using the Cheetah as their symbol for marketing the new Sebeka line. Everyone is saying the "critter craze" has run its course and we need to move on. But what's a brand manager to do when given the task to come up with a marketing icon for a new $7 South African wine; one that will compete with Yellow Tail?
Evidently Gallo believes heavy marketing and promotion plus an over the top floor display will make this Cheetah hunt. But from an informed wine consumer's point of view it's somewhat of an insult. Animals on labels are still fair game but one needs to be more creative with them and do a better job of connecting the animal, the brand and the wine's story. If South African wine is a bit mysterious, how does hitting us over the head with a cheetah help tell the story?
The name Sebeka is just as superficial and non-explanative. It was recently posited (at Grape.co.za) that "Sebeka in the isiXhosa and isiZulu languages means something that is (has been) stored or laid down", but is seems more likely that Gallo just thought it sounded good. Are they aware that Sebeka is a town in Minnesota, population 710?
Gallo is working with Swartland Winery for the source of wine for the Sebeka brand, using fruit from the Western Cape region north of Cape Town.
Very nice value ($7). Closure: Neocork. Alcohol content: 13.5%.
Style: Crisp, citrusy, grassy, lightly fruity, palate cleansing.
Tasting Notes: Appearance: Pale straw. Aromas: Melon, grass, and slight hints of sweet marshmallow and banana that reminds me of a compound flavorists use called "ethyl maltol". The mouthfeel is light and tart, with lemon, green apple and lime rind flavors that finish nicely dry and palate cleansing.
Comment: If you can get past the Cheetah coalition, the price is right on this wild white.









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