A £500,000 generic advertising push behind South African wines has been launched to increase the country’s share of the £5-plus market.

A series of three press ads focusing on South Africa’s winemaking heritage and the diversity it offers will appear in glossy magazines from now until November.

The creatives, entitled ‘Winemaking Paradise’, ‘Past and Present’ and ‘Diverse Riches from the Cape’, feature commentary and images to encourage consumers to experiment.

Recent fluctuations in South Africa’s exchange rate have put pressure on suppliers to maintain the growth in market share gained in recent years.

Both producers and retailers see the advertising as a means to raise sales particularly at the premium end.