Part of Louisvale strategy is to focus mainly on the South African market and to consolidate its international markets. "We believe that the local market gives us a better oppertunity to define our Chardonnay as truly South African and allows us therefore to sell a better proposition overseas. We want South Africans to own this brand emotionally" admits Adams.
To this effect, Louisvale is donating R3.00 from every bottle of 2004 Chavant sold from the 1st of October 2004, to the Cancer Association of South Africa (CANSA) to help in the fight against breast cancer. Chavant is particularly popular with women in the age group that are mainly effected by this disease. The donation amount to about R250 000 in the first year almost R500 000 in the second. Look out for the distinctive pink CANSA ribbon on ll the new Louisvale Chavant bottles.
Examples of the labels are below:
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