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Diemersdal winemaker launches

Published:  10 August, 2011

The South African winemaker, Thys Louw, has launched, a brand that aims to challenge the way people think about wine and engage with new consumers.

The website has a strong environmental message and is designed to appeal to those put off by the tradition, heritage and perceived old-fashioned elements of many wine brands.

Louw, is one of the 'new generation' of South African winemakers and sixth generation of Louw family winemakers at Diemersdal Wine Estate.

Passionate about sustainability, he decided to create to engage with and encourage his own generation to take the necessary steps to preserve resources of the planet for future generations.

"By developing a brand with a name that combines both the grape variety and the website url, we have created a unique vehicle for spreading the word about all things good and green.

"My aim is to build a strong online community of green advocates to reach out to others who share the same values and of course a love of great wine."

The first release in the range, a 100% Sauvignon Blanc 2011 from vineyards in the Western Cape, will launch in Tesco in mid August( rrp £8.49). is a Biodiversity & Wine Initiative, BWI member - the BWI is a pioneering partnership between the South African wine industry and the conservation sector. is available to the UK trade via UK agent Thierry's and will be available to taste at Cape Europe in October.