Makulu Poműla is a rose-based wine spritzer blended with pomegranate and marula fruit flavours.
Paul Hinks, retail sales director for brand owner IBL Wines said: “As Makulu Moments goes live we will also launch Makulu Poműla, a rose =based wine spritzer blended with pomegranate and marula fruit flavours so we are hoping for some great Makulu Moments this summer.”
The Makulu Moments campaign, which launches in June, aims to celebrate summer socialising and being outdoors, “with an added Makulu South African twist”. The activity builds on last year’s Braai BBQ promotion, which tapped into the Great British love of BBQs; which is also a way of life in South Africa.
As part of this promotion there will be weekly prize draws across the summer with a social media campaign running parallel to the on-pack activity. The limited edition Makulu Picnic Backpacks include two bottles of Makulu, one bottle of Poműla, biltong, picnic blanket, bottle cooler, dining set and wine glasses for four, and lots more.
Marketing manager Helen Dakin said: “We wanted last year’s campaign to start a conversation with our consumers. This year Makulu Moments is all about taking that conversation further and acknowledging that the British summer is enjoyed in so many different ways by different people. This year’s prize theme is ‘Picnic Packs’ which gives consumers the chance to win everything they need to create Makulu Moments this summer anytime, anywhere whether it is festivals, BBQs, outdoor parties or adventures in the countryside.
“Putting Makulu at the centre of these sorts of social occasions helps us communicate that Makulu offers a great variety of wines, to suit all tastes and is all farmed in a 100% sustainable way.”