Accolade Wines, the UK’s No 1 wine company, is investing further in the South African wine category with a new launch under its leading South African wine brand, Kumala.
Kumala has added a Pinotage varietal to its Kumala Reserve range, building on the success of the range’s current Malbec, Shiraz and Sauvignon Blanc varietals, which champion specific regions in the Western Cape and offer consumers a trade-up option in the South African wine category at £8. The range has seen recent year on year volume growth of 56.2%[1] and will join Accolade Wines’ mainstream premium wine portfolio which is growing at 25.5%[2] in volume year on year.
The launch follows a £1m investment by Accolade Wines into the brand ‘Keep it Kolourful’ creative launched last year. The campaign, which features across digital, outdoor, print and in-store, aims to highlight the vibrancy and energy of South Africa. The continued investment shows the company’s commitment to its South African portfolio.
“64% of consumers[3] state that they often or sometimes drink wine from South Africa,” says David White, Marketing Director at Accolade Wines. “Specifically, Pinotage is South Africa’s indigenous grape varietal and our research has shown that there’s a real thirst for it with 49%[4] of British wine drinkers open to trying it and wanting to know more about the varietal.
“As the No 1 South African wine brand, Kumala offers consumers a greater level of security and the confidence to move between different wine styles.”
Kumala Reserve Pinotage is a rich and fruity wine – perfect as the wine choice or with food, particularly Asian flavours, BBQ food and meat, which complements its robust flavours.
‘’It has been a challenging time for the South African wine industry but Kumala is outperforming the market and we are investing in the UK’s leading brand to continue to bring South African wines and new varietals such as Pinotage to the table. It is a great opportunity for the trade to respond to engaged wine consumers who are growing the market,” adds David White.
[1] 12 WE Nielsen Scantrack data 10.08.19
[2] 52 WE Nielsen Scantrack data 10.08.19
[3] OnePoll Survey 2,000 UK wine drinkers July 19
[4] OnePoll Survey 2,000 UK wine drinkers July 19
