Constellation Europe has launched a promotion for its South African wine brand Kumala for the UK market.

From early September, Kumala bottles will feature an on-pack promotion to support its current sponsorship of Channel 4's Come Dine With Me, the company said today (7 September).

Consumers will be offered the chance to win one of 20 trips to Come and Dine on Table Mountain in South Africa, 1,000 Come Dine With Me books or 1,000 cases of Kumala wine.

A code on the back of the neck collar will tell consumers if they are a winner.

Clare Griffiths, vice president consumer marketing for Constellation Europe, said: "We're confident that our new Kumala consumer on pack campaign will really resonate with our core consumers. Coupled with our current Come Dine With Me sponsorship, these initiatives will keep the Kumala brand front of mind with consumers."

Constellation Europe secured the sponsorship deal for the programme in the UK back in May. The tie-up supports its Echo Falls, Kumala and Hardys wine brands in the country.