DISCOVER BRUCEJACK WINES
The Bruce Jack wines reflect the culmination of the lessons I am still learning over a 25-year adventure in the wine industry. Along the way, I discovered that ultimately, when all is said and done, a consumer’s satisfaction with a wine is governed by a single thing: value.
It doesn’t matter if you are tasting a famed, last-bottle vintage of some famous Burgundian vineyard or searching out an everyday tipple on the supermarket shelves – your appreciation of the drinking experience is either thrilling or disappointing, and that is determined by your perception of that wine’s value.
The Bruce Jack brand believes that value is the master of all wine experiences. And it is our obsessive mission to build a global brand around giving consumers just that – a thrilling experience, time and time again.
We do this firstly by learning from those who have gone before. There are a few large-volume wine brands that consistently get this right. They do things differently and we salute them.
Common to all of them is that, while some are corporate, they don’t act like corporates. You can feel the soul in the wine as a result. They have characters leading them. They take risks, they make mistakes, they are nimble, they strive for integrity and when it counts they shoot the lights out.
Values like honesty, fairness, care for team-mates and society, humbleness, humour and creativity shine bright in these brands. They are obvious to consumers – above the noise of marketing and social media.
The best brands value the land, they value their vineyards and those they buy grapes from, which means they value the people who work the land and care for the vineyards. And this is where value starts for us as well.
The Bruce Jack wines currently all come from South Africa. My vineyard partner in this venture is a company called uniWines Vineyards, based in the Bredekloof Valley, an hour’s drive north of Cape Town.
In time we will craft Bruce Jack wines from Chile, Spain, Australia and France, but for now we are sticking with my home soil.
We are able to craft wines of complexity, character, balance, intrigue, yumminess and nuance at a “Lifestyle” price point through careful blending of small parcels of excellence from high-altitude, dry-grown, cool climate vineyards.
While usually extremely expensive, these small parcels add an extra dimension when blended in just the right way – this is where the winemaker’s art comes into the craft of winemaking.
The Bruce Jack brand reflects a special moment in time where experience intersects with ambition. When you are young, ambition fires you along like a rocket. Boundless energy and naivety seem sufficient to blast you through any obstacle…
Then you have a few crashes – such is life. But all the lessons learnt along this journey equip you. At some stage you are meant to run out of energy – that’s how the body and mind work. With some luck and to compensate for failing eyesight and dulled synapses, we are handed the gift of wisdom.
Observe those who’ve been through the mill of life and still come out smiling, still engaged with life in a positive way, no matter what life has thrown at them… They haven’t let youthful ambition turn to a swamp of bitter fatigue. There are extraordinary examples through history – Nelson Mandela in South Africa was probably one of the more famous. Another South African, Archbishop Desmond Tutu, epitomises this inspirational state of being.
And somewhere between careering early careers and the calmness of wisdom, there’s a magic moment when ambition and experience intersect – that’s the place where the Bruce Jack brand comes from.
“The Bruce Jack wines reflect the culmination of the lessons I am still learning over a 25-year adventure in the wine industry. Along the way, I discovered that ultimately, when all is said and done, a consumer’s satisfaction with a wine is governed by a single thing: value.”
– BRUCE JACK –