Rapidly growing South African wine brand Kumala will be backed by consumer advertising for the first time this year. Brand owner Western Wines said it has £2.2m to spend on a multi-media campaign with ads going into national magazines and newspapers and on national radio from the end of this month. The move follows an impressive year for Kumala during which 1.1m cases were sold through heavyweight, price-based promotional activity. Marketing manager Paul Sullivan said: "We have now developed the critical mass and sufficient distribution to move to the next phase which will concentrate on building consumer awareness and loyalty. "We will work closely with retailers to build the profile of the brand and we also intend to hold our price at between £3.99 and £4.99." {{DRINKS }}