UK: Constellation to “revitalise” Kumala brand

Constellation Europe is looking to "revitalise" its South African wine brand Kumala in the UK.

The company said today (2 June) that the brand will benefit from new packaging and a larger bottle choice for its Core range. The new labelling is designed to create a cohesive, more "premium" overall look for the brand whilst streamlining the Kumala line-up into three ranges - Cape Classics, Core, and Zenith/Eternal - each with its own packaging and price point.

While the brand's well-known gecko, which appears on each bottle of Kumala, has been retained, all three ranges will be identifiable by a unique label shape, giving the bottles a "distinctive and elegant" look, making the range more "consistent and easier to navigate."

The Core range will now be available in 1.5-litre magnums, as well as a 25cl size.

"We see Kumala as the definitive South African wine brand, and this innovative new packaging will ensure the best possible on-shelf standout," said Clare Griffiths, VP of European consumer marketing for Constellation Europe.

South African winemaker Bruce Jack will be responsible for the Kumala wine, his arrival heralding the end of single source supply for Kumala. 

This year will see Jack's first vintages hit the UK market.

"This is a really exciting time for Kumala, and with such a well-respected and talented winemaker on board and the new wine quality he will bring plus the strong plans we have in place for 2008, we are confident Kumala will go from strength to strength," Griffiths added.