WINE TOURISM La Motte
Franschhoek Valley, South Africa
V
iticulture was established at La Motte in 1752, with the planting of 4,000 vines by Huguenot descendant
Gabriël du Toit. In 1970, La Motte was acquired by the late Dr Anton Rupert and transformed into a global wine producer and tourist destination. It’s now owned by his daughter Hanneli Rupert-Koegelenberg – one of South Africa’s leading mezzo sopra- nos – and managed by her husband Hein Koegelenberg. Koegelenberg says that their approach is all about high standards. “Our credo is clear. It’s to establish La Motte as a centre of excellence,” he explains. “This approach is applied to all aspects of the estate, from the wines, to the facilities provided for our estate staff, through to being champions for the biodiversity and con- servation of the landscape. It’s also applied to our unique La Motte visitor experience, which launched in 2010.” If modern wine tourism is about ‘attacking all the senses’ then La Motte succeeds. Award-winning wines can be sampled among original works of art as part of the La Motte Jancob Henrik Pierneef Collection. This theme is car- ried through into the Pierneef a La Motte restaurant, which presents Cape Winelands cuisine and wine matching delivered by chef Chris Erasmus. Classical concerts are a regular fea- ture of the restored historic cellar,
while the La Motte Museum show- cases the area’s and the family’s French and Dutch Cape heritage. Heritage walks, hiking and mountain biking trails, tours of the estate, a farm-style shop, the La Motte floricul- ture and the restored historic wine cellars complete the experience. Approximately 25 hectares of the 174 hectare estate land have been allocated to the ‘Aromes de La Motte’ for ethereal oil operation, cultivating oil-producing plants whose oils are destined for a range of cosmetic products under the Aromes de La Motte brand. Not only does this contribute to the bio-diver-
Hein Koegelenberg is CEO of La Motte and Leopard’s Leap Wines and a director of the Meridien wine distribution company
The farm was bought by Dr Anton Rupert in 1970 58 Read Leisure Management online
leisuremanagement.co.uk/digital
sity and brand diversification but it also offers scope for further development of the spa operation and product line. “Our enormous investment beyond viticulture is all about brand stew- ardship, brand extension and brand management,” says Koegelenberg. “We had to reposition the vineyard and relaunch the brand to generate stronger sales of higher value wines. Creating the visitor experience is a major strand of that exercise.” The experience is total. It’s char- acterised by care and respect for the guest, the landscape and for all those involved, particularly illustrated by the creation of the Denneger Village for employees. This is complete with mod- ern housing, a 50m swimming pool, sports pitches, art school and shop. Members of the Owners’ Association are encouraged to develop market gar- dens and their produce is sold to the La Motte Restaurant, thus completing the virtuous circle. l
ISSUE 3 2013 © cybertrek 2013
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