Major push for revamped Kumala

19 September, 2008

Constellation Europe is spending ú5ámillion 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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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