Kumala offers ‘wind-down’ time

South African wine brand Kumala has launched a major consumer competition in the UK, offering the chance to win one of 10,000 “wind-down” prizes, from spa breaks to wine.

Having gone live this month, the offer will run for a year via neck collars on one million bottles of Kumala, which is available in all major retailers. Consumers will be able to check the code displayed on their collar via the brand’s website to see if they have won a prize.

The campaign will be supported by in-store displays in retailers including Tesco, Morrisons and Sainsburys, as well as the convenience and cash & carry sector. Kumala is also promoting the campaign to more than 80,000 followers on its Facebook page.

Outlining the aim of this initiative, Amy White, marketing director at the brand’s owner Accolade Wines, said: “This competition is likely to appeal to a wide range of consumers, particularly those who lead a hectic life and crave that extra bit of ‘wind-down’ time.”

She highlighted the company’s WineNation research findings that “our core consumers prefer to drink wine at home, towards the end of the week and during key ‘wind-down’ moments in the day,” explaining, “so we’ve brought together a wide selection of prizes to help our consumers enjoy these moments and potentially even create a few more of them!”