The newly refreshed Tread Lightly brand is an alternative take on parent farm Backsberg’s sustainable approach. Backsberg is a 100 year old winery situated in Paarl, South Africa. It has been in the hands of the Back family for all these years and it is more than just their home. It is their heartland. In 2010 Backsberg launched the range Tread Lightly by Backsberg. At the time, this was the first certified wine bottled in polyethene terephthalate (PET), in South Africa. Generally, there was a positive reaction to the product over the years but the range never really reached its full potential in the South African context.
While Backsberg’s brand identity proudly embodies the farm’s core values and rich century of heritage, the team saw the need to create a second avenue to communicate the innovation, energy and youthfulness of the new generation shaping the future of the farm. Additionally, Backsberg has a largely female-led team. With a female winemaker and women occupying most of the key management, sales and marketing positions, Tread Lightly provides an outlet for the winery’s feminine side.