Constellation Europe is hoping a packaging revamp, marketing investment and a new winemaker will unlock the potential of its South African wine brand Kumala.
Following the purchase of South African winery Flagstone, the company is putting Flagstone owner and renowned winemaker Bruce Jack in charge of the Kumala wines, its more premium label Fish Hoek and the Flagstone range.
"The next 12 months will see considerable revitalisation of the Kumala brand," said Troy Christensen, president of Constellation Europe. "Bruce Jack and his team are in the process of selecting quality wines from across South Africa for the 2008 vintage. In addition we will be launching new packaging and a heavyweight integrated marketing campaign."
Christensen said he saw great potential for South African wine in the UK, where Kumala is the number one South African brand. Constellation bought Kumala as part of its acquisition of Vincor in 2006.