Kumala campaign

The campaign is billed as the biggest investment into the brand for 10 years

Accolade Wines is ploughing £1m into a fresh push for South African wine brand Kumala.

Billed as the biggest investment into the brand for 10 years, the push will cover digital, on-pack, in-store and outdoor advertising, based on the theme ‘Keep it Kolourful’.

It would be centred on “the brand’s core positioning statement of ‘pouring positivity’”, said Kumala brand manager Christopher Buckwell, and “aims to highlight the vibrancy and energy of South Africa”.

Outdoor ads will roll out in London, Manchester, Birmingham and Edinburgh, while in-store activities will include a ‘Keep it Kolourful’ roadshow with JCD screens, sampling, themed food pairings and recipe cards in Tesco.

South African wines have struggled in the UK over the past year, with the category declining at 3.6%, according to Accolade.

However, Kumala has largely bucked the trend. As The Grocer’s Britain’s Biggest Alcohol Brands 2018 report revealed last month, value sales of Kumala were up 4.2% (£2.5m) year on year to £62.8m, on volumes up 3.2% [Nielsen 52 w/e 21 April 2018].

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