The push, titled Let The Adventure Begin, includes a sponsorship deal with Heart FM, branded taxis, a series of national magazine ads and an on-pack holiday voucher giv eaway .
Constellation operations director James Reid said: "This new brand positioning is making Kumala distinctive and vibrant with a South African focus."
The packaging will be revamped and varietals including Sh iraz and a Chenin Blanc/Viognier blend will be introduced later this year.
Constellation also plans a sub-brand at a higher price point than Kumala's core range.
Reid said the range will probably be called Vanishing Point and will include a Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon and Shiraz. "We've developed a new range of premium wines because we wanted to identify grape varieties that South Africa is doing well with and to get people to trade up more and more," Reid said. In addition, Constellation is launching an entry level range that will retail at £4.49.
Recall for wine as breakages cause injuries
Constellation has recalled a wine after bottles broke and injured customers.
Shoppers complained that necks on 75cl bottles of Kumala Eternal Chenin Blanc/Chardonnay/Semill on sheared off when the cork was pulled . A Constellation spokesman said: "Fewer than 10 consumers have reported a minor cut."
The recall , issued through the Food Standards Agency, is for batches L6349, L6350, L6351, L6352, L6353, L6354 and L6355. Constellation took out national press ads on March 29.
Tesco, which stocks the wine exclusively, has withdrawn the batches . It will give consumers a full refund .
Constellation's spokesman said the faulty bottles - sourced from a different supplier than usual - have been quarantined.