Click through to view the new look for Accolade Wines Kumala brand

Click through to view the new look for Accolade Wines' Kumala brand

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Accolade Wines has lined up a refresh of the packaging for its Kumala South African wine brand.

The company said late yesterday (10 March) that the update will apply across the full range, globally. While the image of a gekko remains, the new look has been introduced to emphasise Kumala's “premium quality cues”, said Accolade.

The range will no longer use “vivid colours”, but will feature more greys and black tones.

“It has been six years since Kumala has had a comprehensive packaging review,” said Amy White, marketing controller for Accolade's UK division. “We firmly believe our investment in this packaging revitalisation … represents our on-going commitment to ensuring Kumala continues to lead the category.”

The top five markets for Kumala are the UK, Finland, China, the Netherlands and South Africa.

Accolade took control of Kumala from previous owner Constellation Brands in 2011, when it acquired Constellation's UK and Australian operations, along with Kumala, for US$290m.

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Accolade Wines Ltd in Wine (World)

Accolade Wines Ltd in Wine (World)

Formed as a result of Constellation Brands’ divestment of its European and Australian operations in 2011, Accolade Wines is the world’s sixth largest wine producer. This profile analyses the company’ more