Screw-capped Graça in the funny business
May 30th 2012, 10:29
Graça, South Africa’s favourite talking, eating, drinking, laughing, singing, and above all, sharing wine, has blown its top, changing from its traditional cork closure to a screwcap.
To highlight the change that comes into effect from mid-June, the new screw-capped bottles come with a cork key ring displaying the quirky message, “soon to be extinct”. These limited-edition packs are intended to draw attention in a humorous way to the need to protect cork trees but also the advantages of screwcaps.
“Research shows that screwcaps generally make for taint-free wines that maintain flavour and freshness,” says brand spokesperson, Vanessa Kok.
Both the white and rosé will come closed under screwcap. The white is a zesty, refreshing blend of Sauvignon blanc, Colombard and Semillon. The tangy rosé is made from Sauvignon blanc, Semillion, Colombard and Pinotage.
Now, to maintain and extend the brand’s high profile, Graça has signed a three-year deal to become the official wine sponsor of the popular Nando’s Comedy Festival that takes place annually in Johannesburg, Cape Town and Durban over August and September. The association rights agreement involves pouring rights, branding and promotional activations at venues in the three cities on show nights and the inclusion of the brand’s logo and tagline in the festival’s promotional and media material.
“Our sponsorship of the Nando’s Comedy Festival from 2012 to 2014, enforces the brand’s positioning as an unconventional South African wine which made an impact with its unpronounceable name, unique bottle shape, hand-drawn label and very distinctive advertising line that has been retained since its launch almost 30 years ago,” Kok elaborates.
Graça has also secured naming rights for the developmental Comedy Showdown feature of the main Nando’s Comedy Festival. Called the Graça Comedy Showdown, it will provide a platform for up-and-coming comedians to strut their stuff in the three major cities five weeks prior to the main festival. The winner in each city will be rewarded with a show during the main festival. In terms of the agreement, Graça will have full venue branding in each city as well as pouring rights and product exclusivity.
Graça was launched in 1983 as South Africa’s first Mediterranean-style white wine. Light, fresh and youthful in style, it was inspired by the famous vinho verde wines of Portugal. It fits so well into the local lifestyle that in nearly 30 years it has never once changed its appealing positioning. The brand has built up a loyal following of consumers based on its compatibility with virtually any food, but especially seafood. Graça Rosé was launched in the early 1990s and proved to be an immediate hit amongst consumers.
Graça and Graça Rosé sell for around R28 a bottle. Click here for more information on Graca
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