Leopard's Leap Wines underwent a brand evolution from 1999-2011. Research found limited brand awareness, a disconnect between marketing and packaging, and that the wine was perceived as more expensive. To address this, Leopard's Leap redefined their brand positioning as an affordable, everyday wine. They updated packaging to look more premium, expanded their portfolio, and increased sales through retail stores. By 2011, Leopard's Leap had grown significantly by expanding into new international markets like China and establishing partnerships.

1. Leopard’s Leap Wines
Brand Evolution
Hein Koegelenberg
Co-owner & CEO

2. Started in 1999 by myself and my
late father-in-law, Dr Anton Rupert

3. Initial markets primarily overseas

4. Leopard’s Leap wines performed well in
volume growth. However UK sales largely
driven by price promotion translating into
reduced margins and limited profitability.

5. Looked to expand in South
Africa, Europe and Asia

6. In 2006 and 2007 commissioned research
by Synovate to assess South African wine
market and perceptions of Leopard’s Leap

7. Key findings about the
Leopard’s Leap brand
Limited awareness and
understanding of the brand
Disconnect between the marketing
campaign and packaging
The wine was perceived as being
more expensive than it was
Once tasted there was generally a
high propensity to purchase

8. Key findings about the
consumer market
There was limited wine knowledge
but a willingness to learn
Consumers are aware of and
influenced by social connotations
People liked wine to have a story
and place
Purchases influenced by prior
tasting, recommendations & price
More women buying wine and
more purchases from retail stores

9. Responses to the Findings
Needed to redefine the brand
positioning and marketing
Needed to establish a sense of
belonging for the wine
Needed to expand the Leopard’s
Leap wine portfolio
Needed to expand and broaden
the sales channels

10. We started with
redefining the
brand positioning

11. “Leopard’s Leap is an
affordable, good quality wine
that is a excellent choice for
everyday use and social
occasions”

12. Building awareness and understanding, refining the
product portfolio and expanding into retail where
activities that happened more or less simultaneously

13. Started with growing
awareness and
understanding of
Leopard’s Leap Wines.

14. how likely and easy it is for a brand element to come to mind. a
brand that we easily recall (remember) has greater depth of
awareness then one we recognize it when we see it
depth and breadth of brand awareness
this measures the range of purchase and
usage situations in which the brand
element comes to mind

18. build awareness and understanding through association

19. long association with the Cape Leopard Trust

21. limbik/leopard’sleapwines/literature/01
Supporting SA literature
Sponsor book launches, literary
festivals and events
Also extended that sponsorship
internationally
Leopard’s Leap has a strong and
positive association with literature
Also got people to taste the wine
which is key to future purchases

23. PR

25. The packaging of the
Leopard’s Leap Wine
was also updated to
give a cleaner and
more modern feel

26. Research found that
The new label retained a classic
feel to it
Made the wine look more
expensive than it was
Portrayed a sense of quality about
the product
Was interesting in that it provided
a story to the wine

27. Still without a physical
home, we created the RK
Portfolio to provide a
collective home for the
Leopard’s Leap Wines

28. The portfolio range of wines was also adapted over a
five-year period as the brand portfolio was established
in different national and international market segments

31. The sales strategy has been to emphasize the
Classic range and to move into retail stores

32. Shift in volume towards the Classic range
500 000
375 000
250 000
125 000
0
2007 - 2008 2008 - 2009 2009 - 2010 2010 - 2011
Lookout Classic

33. Growth in volume

34. Globally we have grown through a careful
assessment of markets and selection of the
right partners and distribution networks

37. The total number of wine importers to China is
up 200% in the last five years according to a
new research report by Rabobank International
which said the supply of grape wine has risen
14% year-on-year to roughly 1.4 billion litres in
2011: of which 17% (or 241 million litres) was
foreign bottle wine, a 65% increase year-on-year

38. Argentina, South Africa
Other, 4%
and Germany all 2%
Spain, 7%
US, 6%
Italy, 8% France, 47%
Chile,7%
Australia,15% Wine Imports by
Volume in 2010

39. China Wine Production
1089
1100
960
825
698
665
550 497
434
343 367
288
275 250
201
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Volume in millions of litres
Source: Wine China online & Wines-info.com

42. In October 2011 we shipped the
largest single wine order shipment
from SA. We will ship 2.8 million
bottles in the first 12 months

43. Redefine brand positioning for Leopard’s
Leap Wine
Create awareness and understanding
for the brand
Redo brand architecture and portfolio
Expand into new markets and sales
channels
Need to create a place of belonging for
Leopard’s Leap Wines

48. It allows us to bring together our love
of wine, conservation and literature
and add to that our love of food

51. thank you
hfk.cellar@la-motte.co.za