Kumala, the UK's top-selling South African wine brand, is to go through a packaging overhaul to give the brand a more premium look.

Western Wines, the brand's owner and UK import arm of Vincor International, has based the redesign on Kumala's packaging in the US, where the brand was launched last year.

The new look includes a two-part label and gives more prominence to Kumala's gecko icon. The packaging also includes a branded capsule and more informative back label, while the black and gold logo is to be used across the Kumala range, which costs between GBP4.99-19.99 (US$8.71-34.90) a bottle.

Kumala brand manager Fiona Riches told just-drinks today (16 March) that the revamp would help the brand compete against its main New World rivals, including Jacob's Creek, Lindemans and Blossom Hill.

"Consumers viewed the packaging as much more premium and they said it jumped off the shelf. They also felt they could take Kumala along to a dinner party, which is the whole idea with wine labelling, consumers feeling as though they can take it anywhere."

Kumala accounts for 28% of branded sales in the South African wine category and is the fourth best-selling wine in the UK off-trade, according to figures from AC Nielsen.