The UK promotion has gone live and will be available for a full year on a range of its wines, across all major retailers.
Consumers will have the chance to win prizes including spa breaks, music and book vouchers, magazine subscriptions and, of course, wines from the Kumala range.
Accolade Wines’ marketing director Amy White, said: “This competition is likely to appeal to a wide range of consumers, particularly those who a hectic life and crave that extra bit of ‘wind-down’ time.
“We know through our extensive WineNation research, that our core consumers prefer to drink wine at home, towards the end of the week and during key ‘wind-down’ moments in the day brought together a wide selection of prizes to help our consumers enjoy these moments and potentially even create a few more of them,” said White.
The 10,000 prize giveaway will require consumers to check a unique code, printed on each neck collar, via www.kumala.com/win to see if they have won a prize. It will also be supported with in-store features and displays across the UK in major retailers such as Tesco, Morrisons and Sainsbury’s as well as in the convenience and cash & carry sector. In addition, there will also be an active online campaign using the Kumala Facebook page, which now boasts over 80,000 followers.
“Engaging consumers online is a critical element of this campaign,” added White. “Kumala consumers are avid online users and we are sure that with the campaign mechanics and prizes on offer, we will see success with this promotion”.
Kumala is the UK’s best-selling South African wine brand and is also a top ten best-selling wine brand natiowide.