Constellation invests £5m in new Kumala campaign

The marketing push for Kumala will incorporate a national press campaign as well as promotional activity, sampling and in-store POS. The advertising creative carries the message “From our Table to yours”.
This significant investment follows hot on the heels of a complete revamp of the Kumala design, with new packaging recently unveiled across the entire range.

In addition, 2008 sees Kumala’s first vintage under winemaker and South African Wine Personality of the Year, Bruce Jack, who assumed chief viticultural and winemaking responsibility for the brand following Constellation’s acquisition of Flagstone Winery in 2007.

Clare Griffiths, vice-president of European consumer marketing for Constellation Europe, said: “At Constellation, the consumer is at the heart of everything we do, and this 2008 activity for Kumala is no exception.

Kumala is the definitive South African wine brand, and we now have the definitive South African winemaker – Bruce Jack – on board to help further improve wine quality. With Bruce’s talents paired alongside a £5m marketing investment in the brand, we are confident that Kumala will continue to dominate the South African category in 2009.”