All the right elements

The South African wine market is still growing strongly – and Dumisani is leading the charge with spectacular sales growth and a new addition to the range

SOUTH AFRICA’s Cape Winelands has everything you need to produce great wines – perfect soil, ideal climate, and experienced, passionate winemakers.  One of its greatest success stories is Dumisani, marketed by PLB Wines, which has grown to become the UK’s fastest-growing South African wine brand.

"Dumisani is the right wine, in the right packaging, at the right price, and this is reflected in the very high weekly sales and customer loyalty it’s achieved wherever it’s sold," says PLB’s Claire Summersby.

"Repeat purchases helped sales grow by 268% in the year to September 2004, and this success has led directly to Dumisani Chenin Chardonnay and Pinotage Shiraz being listed by a number of leading wholesalers and retailers."

Now the seven-strong Dumisani line-up, which includes reds and whites in both single and dual varietals, is being expanded.  "The new Pinotage Rosé is a classic South African wine made by Winecorp, which has an international reputation for quality," says Claire.

"It’s a superb addition to the range, and is already outselling weeklyforecasts after just eight weeks in-store!" The new Rosé will be the focus of PLB’s pre-Christmas consumer campaign for the brand, which includes sponsoring a second UK tour by South African jazz band Ubizo, and sending samples to 55 leading wine writers.

 "Dumisani’s gained real momentum during 2004, and we’re looking to the Rosé to take it even further," says Claire.  "In a crowded market, Dumisani offers consumers something distinctive and authentic – a real taste of South Africa."  2004 was a stellar year for Dumisani.  And with an expanded range for 2005, the year ahead has all the right elements for an even greater success. 

For more information, please contact Claire Summersby at PLB Wines on 01342 318282