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.




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter