Edward Cavendish is scaling up its support for its new wine range Robert's Rock in an effort to make it the leading South African brand. KWV's UK subsidiary has allocated its biggest ever advertising budget for a brand for a campaign on Robert's Rock which begins in March. It is spending £340,000 on ads in consumer and lifestyle titles, backed up by a poster initiative. The campaign will run until May. Later in the year the KWV brand will also be receiving above the line support. The Robert's Rock range consists of four dual varietals and a Chardonnay which sell at £3.99 to £4.49. At these price points it competes with leading South African brand Kumala. A number or repackaging exercises have been undertaken on KWV brands and these will be introduced this summer. {{DRINKS }}

Topics