Boland Cellar launches cause-related low alcohol wine range

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AS part of its sustainability strategy, Boland Cellar has launched a cause-related wine range in the low-alcohol category which will directly support the planting of trees that provide food and habitat for honey bees in South Africa.

The first of its kind for the wine industry, Boland Cellar’s Melita range is being launched in collaboration with The Bee Effect to raise and sustain awareness for the Cape and African honey bee species. The Boland Trees for Bees Programme, which will be implemented through the Greenpop Foundation’s Forests for Life reforestation project, has a specific focus on trees that are bee-foraging friendly to support nectar and pollen resources for honey bees. The collaboration also includes the launch of the Boland Trees for Bees Pledge Fund which will raise funds for the planting of bee-friendly trees.

The new Melita range includes a low alcohol Chenin Blanc (8% alc. vol.) as well as a Pinotage (8% alc. vol.) which are available in selected retail stores. Being a cause-related brand focusing specifically on supporting honey bee foraging needs, Melita is a first for South Africa in the growing low alcohol category.

The name of the range, Melita, has its origin in ancient Greek mythology and is derived from the goddess Melissa who was regarded as the keeper of bees and honey-making. The Melissae is also a reference to all Greek priestesses who served the bee-keeping process. A more modern version of Melita, also of Greek origin, is as a girl’s name meaning “honey-sweet”.

The elegant label design was inspired by the collaboration between nature and winemaker resulting in a specific fauna and flora design representing bees’ forage flora, as well as the honey bee itself. The Chenin Blanc and Pinotage each have their own label designs that further accentuate the wines. The labelling will also share the story behind Boland Cellar’s commitment to planting trees for bees.

The collaboration with The Bee Effect gives Boland Cellar the opportunity of having the range endorsed by the organisation – the logo of which will also appear on the label. This makes the range easily distinguishable for consumers to know that their purchase directly supports a worthy cause.

In addition to a percentage of local and international sales of the Melita range contributing towards funds for the Boland Trees for Bees Programme, Boland Cellar commits to a minimum of 830 trees to be planted in 2020. Boland Cellar’s initial pledge as well as funds derived from sales, will only be used to plant trees that are of value to honey bees.

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