Why Truter Rebranded: A Simple Shift Toward Becoming a Most Admired Wine Brand

There are moments in life when you realise you’ve been trying to say too much, all at once. That was us. For years, Hugo and I poured everything we had into Truter Wines — our experiences, values, memories, and dreams. But somewhere along the way, our story became a little too busy.

We had no single thread. Too many ideas, too many versions of what we thought we should be. That lack of clarity led us here: to a rebrand rooted in who we really are, and what matters most to the people we make wine for.

Why Rebrand a Family Wine Business?

Honestly? We needed one clear story. As winemakers, partners, and parents, we’ve learned that simplicity carries weight. And so does consistency. We wanted our brand to reflect the things we live by: honesty, integrity, and a deep focus on personal connection.

This rebrand gave us a chance to start fresh, without losing the heart of what we’ve always been. It allowed us to focus on being a boutique, family-owned South African wine business that prioritises people over trends.

What Does It Take to Be an Admired Wine Brand?

Our new look and tone reflect what it truly means to be a most admired wine brand — simpler, more timeless, and unmistakably Truter. We embraced our true personality: approachable, classic, and authentic. No fluff. No buzzwords. Just us.

As a woman balancing motherhood, business, and life in Wellington, I understand how valuable time and trust are. You deserve a wine experience that feels warm, personal, and genuine — whether you're shopping online, choosing the perfect gift, or unwinding on your stoep after a long day.

What Stays the Same? Everything That Matters.

We haven’t changed the hands that make the wine, or the heart that guides it. Hugo and I are still behind every bottle. What has changed is how clearly we now express what we value:

• Reliability: You can always count on the quality of our wines.

• Personalised Service: Every customer matters to us.

• Approachable Luxury: We make wines that are special, without being snobby.

• Real Experiences: From grape to glass, it’s all about meaningful moments.

We want you to feel connected, not just to the wine, but to the people that enjoy it.

Where We’re Headed

This rebrand is part of a bigger journey. We’re building something more than a wine business — we’re creating a space for connection, learning, and joy. From curated wine boxes to tried and tested family recipes, our updated site is designed to inspire.

Curious about what we offer now? Have a look at our Sauvignon Blanc or explore a new recipe for your next get-together.

Explore our Sauvignon blanc →

Thank You for Growing With Us

To our loyal friends and new visitors: thank you. This rebrand is for you. For those exploring South African wines. For the curious host planning a weekend braai. For the thoughtful friend looking for the perfect gift.

Till next time.