Premium pay off for Kumala


WINE firm Accolade Wines says its wine brands Kumala, Fish Hoek and Flagstone are leading UK growth of South African wines.

Quoting Nielsen research it says that as number-one South African brand and the sixth-largest wine brand in the UK market, Kumala now accounts for 1.5 million nine-litre cases and has increased its share of South African wine sales value in Britain from 15.5% to 16.5%.
Paul Schaafsma, Accolade Wines general manager for the UK and the Republic of Ireland said: “Accolade’s impressive growth between 2014 and 2013 represents £14m in a category growing by £27m .
“We believe this is due to our strategic decision to premiumise aspects of the brand.
“We have re-worked the packaging, introducing labels with texture, new designs and premiumised bottles.
“We have also increased the focus on the Kumala Reserve wines, introducing regional specific single varietals at this level.”