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News
Kumala’s £5 million makeover
Constellation Europe is investing £5 million in a marketing campaign for South African brand Kumala in an effort to provide it with a more upmarket image.
The campaign for the UK’s best-selling South African wine brand will specifically target Kumala’s key consumers – Routiners, consumers who regularly drink wine at home to relax.
The investment is being made to encourage Kumala to move away from price promotions and to highlight the wine’s provenance. It also supports Kumala’s packaging revamp earlier this year.
Clare Griffiths, vice president european consumer marketing for Constellation Europe said: “The campaign has been meticulously crafted to target the Routiner consumer and we are confident that Kumala will continue to dominate the South African category in 2009.”
Jane Parkinson 05/09/08