Kumala Redesign Leaves No 'Pebble' Unturned
12 Mar 2014 --- Kumala - the UK's fastest growing top ten wine brand and best-selling South African wine brand - unveils a comprehensive redesign across its entire range.
The new look labelling for Kumala retains its key brand assets, a gold gekko on a black pebble, and shows a scrupulous attention to detail on all elements of the redesign – which extends across the portfolio. The new designs now incorporate premium quality cues including the use of foil, high build gloss and improved paper stock. In addition, the range reflects a change in use of its colour palate, with less vivid colours and more greys and black tones.
Amy White, Marketing Controller at Accolade Wines UK, said: “It has been six years since Kumala has had a comprehensive packaging review and we are delighted that the response has been so positive from retailers and consumers alike. Kumala is the only top ten wine brand to have seen growth in all of the grocery multiples in the past 52 weeks* and is currently seeing value growth of 45%* across the UK multiples. We firmly believe our investment in this packaging revitalisation, which hits the shelves this month, represents our on-going commitment to ensuring Kumala continues to lead the category.”
She continues, “The new look Kumala gives the brand a reinforced on-shelf presence and brings clear definition to the hierarchy within the range, which will help the consumer navigate through the portfolio with ease.”
Ben Jordaan, winemaker comments, “We have been fortunate to gain increased recognition from a number of international competitions for the quality of our wines over the past couple of years which reinforces our hard work in the vineyard and the winery to make stunning wine year on year.” He continues, “We believe the new packaging refreshes the image of the brand and reflects the kind of quality our consumers are enjoying.”
