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Accolade turns spotlight on Kumala with biggest investment in 10 years

Published:  13 August, 2018

Accolade Wines has turned the spotlight on its South African Kumala wine brand with a £1 million campaign.

Running across September and October, the push will be centred around a ‘Keep it Kolourful’ strapline and will include digital, on-pack, in-store and outdoor advertising.

The investment, which Accolade said was its biggest for the brand in more than 10 years, showed the company’s commitment to its South African portfolio, despite the difficult vintages the region has had due to ongoing drought issue, said GM UK & Ireland Ade McKeon.

“We’re committed to driving the market for the UK’s number one South African wine brand, championing the great heritage of South African winemaking and bringing it to the attention of loyal and new consumers,” he said.

The brand had undertaken “an extensive piece” of positioning research to discover what South Africa and Kumala mean to consumers and would bring that work to life through this new campaign, he added.

In the UK, the South African wine category is down 3.6% in value year-on-year, but Kumala is bucking the downward trend with sales up 8.5% in the same period driven by the brand’s Reserve, which leaped 61.9% (Nielsen Scantrack to 14 July 2018).

The first stage of the push will focus on bringing the South African spirit to tasting notes in a visual campaign brought to life by South African artist Maaike Bakker.

With an estimated reach of 9.5 million, the outdoor advertising will feature across key cities including London, Manchester, Birmingham and Edinburgh, as well as social media platforms Facebook and Instagram.