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UK: Constellation launches Kumala campaign

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Constellation Europe has announced a GBP5m marketing campaign to boost its South African Kumala wine brand in the UK.

The new campaign will include national press adverts and sampling opportunities, as well as other undisclosed promotional activities, Constellation said today (5 September).

Its GBP5m (US$8.9m) spend will coincide with a makeover for Kumala, announced earlier this year and including a new label design, to give the brand a more premium appearance.

Constellation said consumer research had identified core Kumala drinkers as adults who regularly drank wine at home to relax.

Accordingly, its new ad campaign will carry the slogan "from our table to yours". The firm said Kumala was the number one South African wine brand in the UK.  


Sectors: Wine

Companies: Constellation Brands

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