The change was prompted by regulations which prohibit port-style wines from being called as such in the domestic market, effective since the beginning of 2012.
Allesverloren Estate cellarmaster Danie Malan is, if anything, delighted by the renaming of this special style of fortified wine.
"I have always considered what we make here a unique product and could see no reason why it should have, through the name, an association with a product from another country.
"At Allesverloren we have made this wine for more than 60 years and I believe we can be justly proud of it. It’s not only rated highly in South Africa, but its popularity overseas continues to climb. We introduced the new name in the local market back in December when we ran out of the old labels. To date we have seen no negative response by consumers to the change – sales have continued to soar.
"The name change means we are actually bringing the local name in line with the one we have been using in overseas markets since the late 1970s. There the name Allesverloren Fine Old Vintage has become well established and we are sure it will also find wide acceptance, and quite quickly, in the local market. We will not be using any of the approved descriptives Cape Ruby, Cape Tawny and Cape Vintage on the label as we have found consumers look for the name Allesverloren and the distinctive bottle in which it is sold.”
Malan's main export markets are historically the Scandinavian countries but he is also very excited about the potential of new markets in Africa, where he believes there are dynamic growth prospects.