Accolade invests £1m in promoting South African brand Kumala in UK
Accolade Wines have ramped up the focus on its South African Kumala wine brand with a £1m marketing campaign in the UK.
The push, the biggest for the brand in ten years, will run in September and October and will be centered around a Keep it Kolourful strapline, and will incorporate on-pack, digital, in-store and outdoor advertising.
The company said the size of the investment underlined its commitment to the brand, which is the best selling South African wine label in the UK, despite the difficult vintages South Africa has endured due to the ongoing drought in the western Cape.
“We’re committed to driving the market for the UK’s number one South African wine brand, championing the great heritage of South African winemaking and bringing it to the attention of loyal and new consumers,” said Accolade's UK and Ireland’s general manager Ade McKeon.
The company said it had undertaken extensive research to determine what South Africa and the brand meant to consumers. The South African wine category is down by 3.6% in value year on year, but Kumala is bucking that trend with its sales up by 8.5% over the same time frame, driven largely by the brand’s Reserce, which soared by nearly 62%, according to Nielsen Scantrack to 14th July 2018.