SMAG
- Company typePrivate
- Founded1974
- HeadquartersSalzgitter, Germany
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
SMAG firmographics
Firmographics- Name
- SMAG
- Legal name
- La Clé Franschhoek
- Website
- https://smam.de
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
SMAG industry classification
Industry- Product category
- Premium Estate Wines
- NAICS
- Wineries (312130), Beer, Wine, and Liquor Retailers (44532)
- akta.pro primary industry
- Wineries & Vineyards (Tasting Rooms) (THAFALAE)
- akta.pro secondary industries
- Wine Shops (Off-Premise) (CRANAAAB), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
Keywords
Where SMAG is headquartered
LocationHeadquarters
- HQ city
- Salzgitter
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
SMAG business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wine Sales: Direct sales of estate wines including Chardonnay, Pinot Noir Rosé, and Cabernet Sauvignon. Wines sold as single bottles, 3-bottle sets, or 6-bottle cases. Free delivery within South Africa on orders of R2,000 or more.
- Accommodation (Lodging): Luxury villa and lodge accommodations in Franschhoek for wine tourists and visitors. Bookings handled through their main website and booking engine.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single bottle wines |
| Unit Pricing | Pay-as-you-go | 3-bottle mixed selection (Discover Selection) |
| Unit Pricing | Pay-as-you-go | 6-bottle mixed selection (Experience Selection) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
SMAG product offering
Product offeringCore offering
SMAG, through La Clé Franschhoek, is a boutique South African wine estate that produces and sells three single-varietal estate wines (Chardonnay 2022, Pinot Noir Rosé 2024, Cabernet Sauvignon 2024) directly to consumers via its online store, packaged as single bottles or mixed 3- and 6-bottle selections. The business also operates luxury on-site accommodations — La Clé Village (villas at 13 Daniel Hugo St) and La Clé Lodge (32 Cabriere St) — catering to wine tourists visiting Franschhoek.
Product overview
La Clé Franschhoek is a South African wine estate offering a focused portfolio of premium wines available through their e-commerce store. Their product lineup consists of three single-varietal wines (Chardonnay 2022, Pinot Noir Rosé 2024, and Cabernet Sauvignon 2024) sold as individual bottles with free delivery in South Africa on orders of R2,000 or more. These wines are also available in curated package options: the Discover Selection (3-bottle mixed selection) and the Experience Selection (6-bottle mixed selection).
Differentiator
Problem solved
Functional benefit
Products and services
- La Clé Chardonnay 2022 A 100% Chardonnay from the 2022 vintage with pale golden color, vibrant citrus characteristics, and yellow stone fruit notes balanced by lively acidity. Produced from 4 ton/ha vineyard yield with 2,517 bottles total production. Sold per bottle at R300 via the La Clé Franschhoek e-commerce store.
- La Clé Pinot Noir Rosé 2024 A 100% Pinot Noir Rosé from the 2024 vintage with vibrant salmon pink color, floral and red berry notes, and an elegant soft finish. Total production of 2,622 bottles. Sold per bottle at R200 via the La Clé Franschhoek e-commerce store.
- La Clé Cabernet Sauvignon 2024 A 100% Cabernet Sauvignon from the 2024 vintage with vibrant garnet color, earthy notes, tobacco hints, and black berry aromatics. Produced from 4 ton/ha vineyard yield with 1,481 bottles total production. Sold per bottle at R330 via the La Clé Franschhoek e-commerce store.
- Discover Selection (3-bottle mixed pack) A 3-bottle mixed selection containing one of each La Clé wine (Chardonnay, Pinot Noir Rosé, Cabernet Sauvignon), positioned for hosting a tasting or discovering the estate's range. Priced at R830 per pack (discounted to R780) via the La Clé Franschhoek e-commerce store.
Quantifiable outcome
- Free delivery within South Africa on orders of R2,000 or more
Companies that use SMAG
Customer profileSegments2 records
Ideal customer profiles2 records
SMAG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SMAG partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
SMAG competitors and assessment
Company assessmentDirect peers
- Boekenhoutskloof: Premium Franschhoek wine producer focused on iconic single-varietal and blended South African wines. Comparable craft positioning and Franschhoek terroir.
- Dieu Donné Vineyards: Franschhoek estate winery with tasting room and small-batch premium wines. Comparable boutique Franschhoek positioning and on-site DTC experience.
- La Motte Wine Estate: Franschhoek wine estate producing premium varietals with on-site restaurant, tasting room, and hospitality offerings. Closest geographic and structural analogue to La Clé's estate + lodging model.
- Klein Constantia: Historic premium South African wine estate producing internationally recognized wines from a single-vineyard terroir. Comparable small-estate, premium-tier business model with export focus.
- Môreson Wine Estate: Franschhoek estate producing premium wines with on-site restaurant and farm-style hospitality. Comparable boutique estate + on-site dining experience.
- Boschendal: Historic Franschhoek wine estate combining large-scale wine production with farms, restaurants, accommodation, and curated experiences. Comparable business model at materially larger scale.
- Graham Beck: Premium South African wine producer with multiple estates and tasting rooms. Comparable craft-luxury positioning for wines sold direct to consumer and through select hospitality channels.
- Rickety Bridge Wine Estate: Franschhoek estate offering premium wines alongside a boutique hotel and restaurant. Directly comparable estate + hospitality operating model.
- Holden Manz Wine Estate: Franschhoek wine estate with luxury guesthouse accommodation and a small premium wine portfolio. Direct comparison on the wine + lodging dual-revenue model.
- Chamonix Estate: Franschhoek estate producing premium single-varietal and blended wines with on-site restaurant and guesthouse. Comparable boutique scale and Franschhoek DTC positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
SMAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMAG leadership team
Management profileNumber of profiles
SMAG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMAG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SMAG
What does SMAG do?
SMAG, through La Clé Franschhoek, is a boutique South African wine estate that produces and sells three single-varietal estate wines (Chardonnay 2022, Pinot Noir Rosé 2024, Cabernet Sauvignon 2024) directly to consumers via its online store, packaged as single bottles or mixed 3- and 6-bottle selections. The business also operates luxury on-site accommodations — La Clé Village (villas at 13 Daniel Hugo St) and La Clé Lodge (32 Cabriere St) — catering to wine tourists visiting Franschhoek.
Is SMAG a public or private company?
SMAG is a private company. It is classified as unknown and is currently operating.
When was SMAG founded?
SMAG was founded in 1974. It employs 101 to 250 people.
Where is SMAG based?
SMAG is headquartered in Salzgitter, Germany, in the Europe region.
How does SMAG make money?
Two revenue lines are on record. Wine Sales are the primary driver. The others are accommodation (Lodging).
Who are SMAG's main competitors?
Direct peers on record are Boekenhoutskloof, Dieu Donné Vineyards, La Motte Wine Estate, Klein Constantia, Môreson Wine Estate, Boschendal, Graham Beck, Rickety Bridge Wine Estate, Holden Manz Wine Estate and Chamonix Estate.
Does SMAG have an API?
No public API is recorded for SMAG.
What industry is SMAG in?
SMAG's product category is Premium Estate Wines. Its primary akta.pro industry code is THAFALAE, Wineries & Vineyards (Tasting Rooms), with a secondary code of CRANAAAB, Wine Shops (Off-Premise). Its NAICS code is 312130.