Each of the generations contributed in their own unique way.
A golden thread runs through our history, reflecting a boldly individual approach, a strong set of values and a long-term focus.
Currently it is my responsibility to create more opportunities for generations to come and to tell the story…
-Kobus Deetlefs
The history of wine is inextricably linked to the history of man. Archaeologists have discovered evidence of wine being made some 8.000 years BC in ancient Persia.
In John Steinbeck’s classic novel "East of Eden" he writes about the link between land and people.
Just as farmers cultivate the soil, so the earth nourishes the farmers.
Deetlefs Wine Estate, situated at the foot of the Du Toitskloof mountains in the Breedekloof, is the third oldest wine estate under ownership of the same family in South Africa.
As the farm and vineyards bear the indelible mark of 6 generations, the family has been shaped by the land.
On 3 October 1752 the HAGEVELD (voyage 3566.1) left on 3/10/1752 from Texel, an island north of Amsterdam and close to Denmark with 143 people onboard and arrived in Cape Town 21 March 1753. During this trip 4 people died and 14 left the ship in the Cape.
The Cape in those days meant False Bay, Table Bay, or Saldanha Bay.
The original Deetlefs was a German soldier/seafarer from the Hennstedt-area in Dithmarschen (Germany/Denmark) by the name of Johannes Deetlefs (Detlefs / Dethlef) who reputedly arrived in SA in 1753 after falling overboard(?) /put ashore in Saldanha Bay because he was a bit "difficult"(?).
Whatever the truth of that tale, the family business breathes over 200 years of history.
- Johannes Deetlefs married Aletta Claasen on 10 October 1773(Claas Claasen from Delve in Dietmarchen x Aletta Knoetzen). Johannes died 4 years later on 13 Febr 1777 in Roodezand (Tulbagh).
- They had one child, a son Nicolaas;
- Nicolaas Johannes Deetlefs ("gedoopt 2 April 1774") married Maria Elizabeth du Buisson ("gedoopt 23 November 1777") on 23 November 1800.
- They lived in the outskirts of the Swellendam district ("voornoemd Caledon") and had 5 children (2 daughters and 3 sons)
- Their son, Nicolaas Johannes (born 28 February 1803), came to De Grootte Eiland in the Goudini-area, where Deetlefs Estate is situated today, somewhere between 1816 and 1822;
- In a letter dd 16 October 1834 Maria Elizabeth wrote a letter to her son Nicolaas:
"De Heer Nicolaas Deetlefs (tot aan de Worcester)
Lieft hebben de kinders. Ik kin niet nalatig wese om u myn lieft kinder een klyne letteren uit liefde te zenden……….
Ik wil altoos grag skrywe, maar ik het geen geld om mit te pos en nu kan ik met die predikant mee stuur.....
U noïjt vergetende Moeder."
M.E. Deetlefs (nee Buisson)
- Nicolaas Johannes Deetlefs(1803 – 1839) married Regina Maria Cornelia du Preez(11/7/1798 – 28/7/1888) on 2/12/1822. He died of measles at the young age of 36 and his wife farmed the land, known as Lebensraum, alone, for almost 50 years.
- They were responsible for the first homestead built in 1832.
- They had a son Nicolaas Johannes;
- Nicolaas Johannes Deetlefs(5/10/1829 – 26/10/1903) married Anna Louisa du Toit (6/7/1828 – 26/10/1902) on 10/12/1850. He died on exactly the same day and date one year later.
- They built the house, which is today known as the main homestead, in 1863.
- He, together with his, son established the first winery, which consisted of 5 concrete tanks and 11 vats (stukvate). The concrete tanks have been epoxi-coated and are still in use today!
- Philippus Petrus Deetlefs(31/8/1863 – 24/10/1943) married Margaretha Jacoba de Wet (6/7/1871 – 25/11/1921)
- In an article after his funeral (Die Kerkbode 10 November 1943) he was mentioned as "an imposing man: in body and soul; as well as outlook and faith – his word held authority".
- He was known as a dynamic leader, stubborn and individualistic. The story is told that he was warned by a British Commander, who made camp on the farm in ±1901 during the Anglo Boer war, not to come nearer than 100yards from the camp as they would shoot on sight. He returned their warning by making it clear that he would shoot on sight if they came close to his sheep-kraal.
- In 1920 the cellar was expanded and 23 more tanks were built.
- Jacobus de Wet Deetlefs (23/8/1905 – 4/6/1965) married Anna Aletta Marais (31/3/1906 – 23/11/1996 in 1934.
- Koos Deetlefs was known to be soft-spoken and generous, but individualistic.
- The third homestead was built in 1945. Since the construction took place during World War II, they had to obtain special permission from Parliament.
- Under his ownership the farm was well-known for its quality wines and raisins. In the late 1940’s a Control Board was established for dried fruits, which he furiously opposed as it was the end of a free market where quality was the determining factor. He decided that not one raisin would be sold to the Control Board and the cellar was expanded to accommodate the additional grapes. An invitation to serve on this Board was turned down as he was not prepared to be part of any organization that would lead to the downfall of co-farmers: - prophetic words.
- Shortly after that, in 1948, he also turned down an invitation to become part of a co-operative winery as he had already invested in additional capacity.
- In 1958 a wooden Vaselin-press was installed.
- Philippus Petrus Deetlefs (17/1/1939 – 5/4/1992) married Denise Dreyer (19/2/1939 - ) and they had four children.
- He graduated in 1957 at the University of Stellenbosch (B.Sc Agric Oenology) and took over the farm in 1965 after the death of his farther. Philip, who had a special gift to see the bigger picture and give perspective, was known as a humble person with good people skills and an individual/stubborn approach. He was well-known for his special love for oak trees.
- Under Philip’s control the farm was registered as a Wine Estate on 4 November 1977, new vines were planted and the production was doubled over a 19 year period. He had an eye for detail, a scientific approach and firmly believed that quality originates from the grapes.
- In 1966 the farm won the trophy for "The Best Specialized Farming Practices".
- His wines won numerous awards, including, but not limited to:
In 1976, for the first time ever, a fortified Hanepoot wine won the Champion Young Wine Competition and he was nominated Winemaker of the Year.
In 1979 the Hanepoot received Superieur seal (only 4% of all wines)
He did not want to keep records of the accolades of the past as his philosophy was that it is all about the future and that continuous quality will determine success.
- The cellar was modernized and significantly expanded in the early 1970’s and 1984.
- In an interview documented in the 80’s he said: It is a family business, but the family has decided they are not prepared to stagnate in the traditions of their heritage!
- Jacobus de Wet Deetlefs (27/8/1963 - ) married Isabella Helena Meyer (22/10/1964 - ) and they have 4 children, Elsie Johanna Jacoba, Denise Frances, Philippus Petrus and Willem-Karel (seventh generation):
- Kobus Deetlefs graduated in 1986 at the University of Stellenbosch ( B.Sc Agric Hons Wine & Viticulture) and took over the responsibility in 1992 after the death of his farther.
The Future
Control your own destiny and don’t follow trends; set them….
One of the greatest challenges and achievements was turning a family owned Wine Estate into a dynamic Wine Group, based on the culture and values of the Deetlefs Family.
A Family Business creates the best possible options for sustainable growth if it is well-structured and has clear guidelines/policies in place. -Kobus Deetlefs
Deetlefs Estate has grown substantially over the past 40 years and was restructured in 1992 to form the Deetlefs Wine Group.
To ensure sustainable growth a 4-phase plan was implemented:
- Replanting of certain cultivars to meet long-term market needs and assist with strategic positioning of a clearly defined range of wines between R35/bottle and R30,000/bottle.
- Investment in infrastructure, a committed, multi-disciplinary team and business structures to accommodate growth.
- Market Development and branding
- Scrutinizing business opportunities arising from the strategic positioning
Today, the Group has substantial experience in the production, bottling, packaging and efficient supply chain management of wines. A dynamic, deadline-driven focus enables us to successfully meet the highly demanding needs of national and international customers.
In order to achieve this, significant investments are made on a continuous basis
Everything takes place against the background of a very specific business culture:
- long term business focus ensures sustainable growth
- goal driven: step-by-step approach according to a specific strategy and plan
- attention to detail (basics)
- take responsibility for actions (quick and efficient decisions)
- sensitivity for the needs of others
- Clearly defined lines, good communication as well as quick and efficient decision making
- The team is personally involved with the marketing of our wines up to a final stage
Strategy / Philosophy
Strategic networking and long-term business relationships with companies and individuals who share our vision, focus and values.
A balanced portfolio, commitment to quality, market-support, long-term focus and loyal customer base contributes to our worldwide success in various countries.
The international markets as well as South African horizons are targeted. The focus is to be the BEST SUPPLIER and ADD VALUE in terms of ALL DISCIPLINES applicable.
SUCCESSFUL business is a team-effort, which must be mutually beneficial and where all parties involved must have mutual responsibilities. There are a lot of good concepts, which mean nothing, if one does not make them work.