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Nederburg Wines opts for prize marketing strategy

Published:  18 January, 2007

Wine brand Nederburg is giving consumers the chance to win more than two million South African Rand (around 140,000) in the largest-ever promotion for the brand in the UK.

Nederburg has launched its new consumer promotion as part of a record marketing effort to build profile and sales.

Every bottle will have a neck collar featuring a unique number, which consumers can check online to see if they have won one of over 10,000 cash prizes totalling more than two million Rand.

Brand owner Distell, the largest producer of South African wines, has created a special website to enable consumers to check whether they have won. The site is at and features full terms and conditions.

Gary Greenfield, managing director of Distell Europe, said: "We know the wines represent great quality and value. A promotion like this is a fantastic mechanic to encourage trial by new consumers and add value to those who already enjoy Nederburg.

"This promotion forms part of Nederburg's biggest-ever investment initiative in the UK. With such a strong proposition, underscored by the brand's impressive heritage, we are confident that Nederburg will continue to reflect good growth."

There are two major prizes, each of 500,000 Rand (around 36,000).

Consumers will be able to redeem cash prizes throughout 2008.