Major push for revamped Kumala

19 September, 2008

Constellation Europe is spending £5 million on

marketing

its flagship South African brand Kumala.

A national press campaign will run from this month, aimed at what Constellation calls "routiners" - consumers who regularly drink wine at home to relax. It will use the tagline "from our table to yours".

The campaign follows the recruitment of acclaimed South African winemaker Bruce Jack to improve product quality.

Kumala

is the biggest South African brand in the UK off-trade , but sales

have slumped in recent years. Brand Phoenix's First Cape, which grew

77% last year, looks set to overtake

it soon.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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