Lucentlands Podcast Ep44 | Dané Joubert | AUTUMNCRISP®, more than just a grape, it’s a BRAND

In Episode 44 of Lucentlands, hosts Dewald Kirsten and Louise Brodie dive deep into the world of grapes with a special focus on Sun World International’s groundbreaking grape variety, AUTUMNCRISP®. Joined by Dané Joubert, the Senior Marketing Manager at Sun World, this episode unveils the intricacies of the newly launched brand and the innovative campaign surrounding it.

The journey begins with a picturesque backdrop of the Hex River Valley, where Dané hails from, setting the stage for a discussion that transcends geographical boundaries. AUTUMNCRISP®, a distinctive grape variety, takes center stage as Dané shares insights into Sun World’s global marketing strategy, emphasizing the importance of creating a recognized brand in the grape category. The hosts explore the challenges and triumphs in the grape industry, shedding light on the complexities of building a brand around a specific grape variety rather than focusing on the conventional color-based categorization.

The AUTUMNCRISP® campaign, launched in August, marks a significant milestone as the first global grape campaign in the industry. Dané articulates the uniqueness of AUTUMNCRISP® and Sun World’s dedication to pushing boundaries. The hosts delve into the meticulous process of developing a brand identity for a grape variety, drawing parallels with successful branding in other categories.

The conversation unfolds to discuss the timeline of AUTUMNCRISP®, its journey from conception to launch, and the challenges faced in building global recognition. Insightful anecdotes reveal the importance of time and strategic planning in bringing this exceptional grape variety to the forefront.

As the podcast progresses, the hosts touch upon the global reach of Sun World International, exploring the multicultural dynamics within the company’s team. Dané shares experiences of working with diverse cultures and languages, highlighting the enriching collaboration that arises from such diversity.

The discussion extends to Sun World’s broader portfolio, including stone fruit and the recent addition of mangoes. The hosts probe into the company’s branding strategies across different fruit categories and the cohesive approach in establishing a strong brand identity.

In a delightful segment, Dewald and Louise explore the challenges faced by the South African market in embracing a premium grape variety like AUTUMNCRISP®. The hosts speculate on the potential reception and adoption by local consumers, emphasizing the importance of quality and culture in reshaping market perceptions.

The episode concludes with a glimpse into Sun World’s plans for the future, particularly the retail pilots scheduled for 2024. The hosts express anticipation for the continued success of AUTUMNCRISP® and Sun World’s dedication to transforming the grape industry.

Tune in to Episode 44 of Lucentlands for an engaging conversation that uncorks the secrets behind Sun World International’s pioneering AUTUMNCRISP® campaign.

Find Dané HERE:
LinkedIn: https://www.linkedin.com/in/dan%C3%A9-joubert/
Sun World Website: https://www.sun-world.com/

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