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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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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