Allison S Adams-Witbooi, the new face of the king of South African wines, Kumkani.

New horizons for Kumkani

BRAND ACTIVITY

Jan 23rd, 11:42

The company of wine people™ is pleased to announce a restructure of its Kumkani brand as a Black owned business with a strong commercial focus to grow sales in both the local and international markets.

Allison S Adams-Witbooi, a former winemaker at Stellenbosch Wine Services, has agreed to form a 50/50 partnership with the Company to grow the brand and take it in a new direction. Her co-ownership of the brand will make it a Black owned brand within the wine industry, allowing it access to the network of Black owned businesses with its resources to grow in international markets.

Adams-Witbooi (30) has demonstrated considerable leadership capabilities and an entrepreneurial spirit while employed at the company of wine people™ and its Board feels her demonstrated enthusiasm and personality are key in her steering Kumkani to new heights. In addition, her winemaking background is an important capability in dealing with wine buyers, consumers and the media.

“We believe the Kumkani brand, with its positioning of African sophistication, is the ideal vehicle for such a partnership,” says CEO of the company of wine people™, Hermann Böhmer. “This new development also demonstrates our strong commitment to empowerment as well as the entrepreneurial development of the talent within our company.”

Adams-Witbooi has an extensive background in working in the wine industry. She completed harvest seasons at Rustenberg, Grootte Post and Hartenberg, and worked in cellars and tasting venues while still a student. After graduation, she also worked for The Winery of Good Hope, Meinert Wines and Wines of South Africa (Wosa). Stints overseas at wineries in Northern Italy and the South of France gave her some insight into the international wine scene. She was appointed at the company of wine people™ in 2009.

“This road has lead me to get to know the industry, its players and consumers of the product,” she says. “I’m looking forward to this new challenge. I see a lot of potential for growth and I want to ensure a consistency in Kumkani’s quality.”

One thing that will not change, is the brand’s South African identity. “Kumkani is uniquely South African and it is going to remain so, from the varietal choices to the packaging. My vision is that people will be proud to drink the wine and be associated with it.”

The venture will be called Kumkani Wines and it will be operated as a division of the company of wine people™, who will serve as a mentor to Allison. She will, supported by the Company, be responsible for all sales and marketing and be the primary face of the brand to wine buyers, consumers, industry bodies and the media. Initially, her sales focus will be on the South African market. In turn, Wine People will take responsibility for all financial and administration functions. She will work closely with the winemaking team and be involved in approving the wine styles in the brand’s portfolio.

the company of wine people™ expresses its confidence in this new partnership to present Kumkani to both the local and overseas market as a modern, intriguing, top quality wine with pedigree and status. Click here for more information on Kumkani