The push for Kumala a national press campaign, promotionals, sampling and in-store POS.
The advertising ims to communicate the South African provenance of the brand and is targeted at what constellation calls “routiners” – consumers who regularly drink wine at home to relax – with the slogan From Our Table to Yours.
Clare Griffiths, vice president for European consumer marketing for Constellation, said: “The consumer is at the heart of everything we do, and this 2008 activity for Kumala is no exception.
“Kumala is the definitive South African wine brand, and we now have the definitive South African winemaker, Bruce Jack, on board to help further improve wine quality.
“With his talents paired alongside a £5 million marketing investment in the brand, we are confident that Kumala will continue to dominate the South African category in 2009.”