At Cloof, we believe that each wine’s label – in fact, its entire identity – should reflect the uniqueness of what’s inside the bottle.
In our view the bottling of a wine (whether varietal or blend) is justified on the basis of its uniqueness or special character. This being the case, the label should speak for the wine’s personality. Consequently, we’ve ended up with a situation where visually our wine’s labels are linked only by the presence of the Cloof logo; each wine has its own story.
We do not tolerate wines that intrinsically do not deliver a great drinking experience. However, the winery does not finish shaping the drinking experience when the wine has been bottled. In this context the wine’s complete ‘story’ – label, branding, reputation, history, price, distribution channel etc – all form part of the final experience. Yes, we’ve taken the packaging in a direction that may challenge traditionalists, but it only works because the wines deliver on the promise that’s been made on the bottle.