UK: Distell follows Nederburg revamp with cash giveaway

Distell has unveiled a competition promotion for its Nederburg wine brand in the UK.

The South Africa-based company said today (12 March) that the promotion, which offers over 10,000 cash prizes totalling over ZAR2m (US$254,772), will run throughout the rest of this year in the UK.

Each bottle of Nederburg wine in the country will have a neck collar featuring a unique number which consumers can check online at winwithnederburg.co.uk to see if they have won one of the prizes.

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

"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."

Earlier this month, Distell updated the packaging of its flagship wine brand in the UK, in an effort to offer a "consistent message" to the UK consumer. The range now consists of four tiers including: "Foundation for everyday wines (such as Chardonnay Vionier, Shiraz Pinotage and Rosé), The Winemaster's Reserve for mainstream wines (like Sauvignon Blanc and Merlot), Manor House for speciality and varietal wines and for unique new blends, Ingenuity."