Journey's End unveils significant rebrand
South African producer Journey's End will henceforth be known as Gabb Family Wines, retaining the original name for its flagship estate in Stellenbosch.
According to the winery, this new company identity reflects the growing scale and diversification of the business, which now incorporates several distinct brands, including Honey Drop, Mount Rozier, and the colourfully entitled "Reign of Terroir."
However, MD Rollo Gabb (pictured) emphasised that "the Stellenbosch estate, its vineyards, winemaking team, and long-standing commitment to quality and sustainability are unchanged."
He added: "The introduction of Gabb Family Wines provides a clear overarching structure, enabling the business to support multiple brands, each with its own positioning, personality and route to market, while benefiting from shared expertise, infrastructure and long-term family ownership.
“Journey’s End has built an exceptional reputation over decades, particularly in the UK and export markets, and that legacy remains fully intact. Gabb Family Wines allows us to future-proof the business, giving our brands the platform to scale independently while staying rooted in the values, quality and people that defined Journey’s End from the start.”
The introduction of a group structure mirrors a broader trend among wine companies facing a challenging market, as stakeholders attempt to balance reputation with diversification and portfolio-led growth.
Meanwhile, sustainability remains central to the business's DNA, with Journey's End becoming the first South African winery to achieve B Corp certification in March 2025.
Gabb Family Wines will present its new face at Wine Paris from 9-11 February.
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56-58 Church Walk, Burgess Hill, West Sussex, RH15 9AN
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