Mandela film gets wine partner

Kumala has partnered with Pathé to become the official sponsor of the UK DVD release of Mandela: Long Walk to Freedom.

The autobiographical film based on the life of South African President Nelson Mandela and starring Idris Elba will be release in the UK on Monday, 28 April.

To celebrate its release Kumala is running a competition with the chance of winning a trip for two to South Africa, including Robben Island, and enjoy a private tasting with Kumala winemaker, Ben Jordaan.

The project will include a series of advertisements in the national press, sampling and point of sale merchandise in-store, as well as the first steps of a new social media strategy for the brand Klub Kumala that will run across a variety of social media platforms later in the Spring.

Amy White, marketing controller, of Accolade Wines, the brand’s UK distributor, said: “Kumala is the #1 SA wine brand in the UK and in the enviable position of 45%+ growth year on year.

“We are very proud and excited to be launching this new campaign and firmly believe it will strengthen our brand positioning in the marketplace. We remain as committed as ever to driving forward not only our brand but also the South African wine category as a whole and we are confident that in working alongside 20th Century Fox with the release of this much anticipated film, will do exactly that.”

The competition, which starts today, will run on its Facebook page and is open for 15 weeks.