KWV is intending to strengthen its position in the South African wine arena with the launch of a new brand this summer.
A range of KWV reserves priced from £5.99 to £6.99 will join the portfolio in May, providing a stepping stone for consumers working their way up to KWV's premium Cathedral Cellar range.
A £2m marketing budget has also been finalised for above-the-line activity across KWV's main brands ­ KWV, Robert's Rock and Roodeberg ­ which is likely to include a print advertising campaign and sponsorship of outdoor events coupled with sampling.
Kate Billington, corporate communications manager at Edward Cavendish, KWV's UK division, said: "We will be launching a number of new initiatives at the London International Wine and Spirits Fair in May."