5m tabled for Kumala

03 October, 2008

Constellation Europe is launching a

5 million consumer press push as part of its ongoing programme for Kumala.

Ad s for South Africa's

bestselling wine will break in gl ossy magazines this month. The creative uses the iconic image of Cape Town's Table Mountain in a bid to establish the brand's roots.

Kumala's senior brand manager, Laura Scott, said: "You can't get more South African than an image of Table Mountain. The From our Table to Yours campaign is about the typical moments when consumers would enjoy a glass of wine ."

The push is the latest phase in Constellation's overhaul of the Kumala brand, following the appointment of Bruce Jack to manage the wine making process.

"We now have greater control of the grapes and blends and

are at the stage whe re buyers are saying we are over delivering at the price points ," said

Jack.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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