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

Uniquely South African; from grape to glass

BRAND ACTIVITY

Feb 21st, 14:06

The Company Of Wine People recently announced exciting news that its Kumkani brand has entered into a BEE partnership with winemaker, Allison S Adams-Witbooi, at the helm. We speak to Allison about how this newly formed bond will develop Kumkani as a brand and what contribution it will make to the South African wine industry as a whole.

1. Wine is intrinsic to South African culture and is enticing new pallets constantly. How will the Kumkani partnership help cultivate new wine drinkers in South Africa?

The aim is to have the brand driven by word of mouth due to its quality and South African heritage.

By attending selected wine shows and actively engaging in public tastings (both on-and off-trade), people would have an opportunity to sample the Kumkani wines we have to offer.

2. A new consumer market brings with it a new appreciation and taste for wine. How will Kumkani position itself to make the most of a new market of wine drinkers?

Kumkani aims to consistently appeal to the target market that prizes quality, has sophisticated tastes, and is looking for something different and unique. The pay off line “Uniquely South African” is a proud reflection of the brands individuality, exclusivity and stature and perfectly appeals to Kumkani’s target audience.

The Kumkani Dual or Single Varietals are ideal for the person who has the need to feel sophisticated or special in a glamorous social environment, creating the opportunity in buying a quality wine at a good price.

The Kumkani Single Vineyard wines appeal to the ones who wish to savour a fine wine, explore the taste and understand the factors that played a role in making the wine, and that it adds value to one’s wine collection.

3. Will Kumkani launch new wines to cater for new markets and how will they differ from its current range, if at all?

The range will remain as is for now, but there may be some changes around the brand’s wine portfolio at a later stage.

The consumer is to be drawn to the consistent quality of the wine as the product substantiates the “promise” of sophisticated packaging.

4. It’s essential for all brands to have a vision and a definitive course of action. What is your vision for Kumkani and how does it fit into the overall strategy of The Company Of Wine People?

I want consumers to enjoy the experience of top quality, exciting wines which are modern, different and intriguing, and will enhance their social status. - For them to be proud to drink the wine and to be associated with it.

With a focused drive on actively promoting and selling the brand primarily to the South African market, as well as the international market, I would like to see a success in growth, leading to a growth in success.

The Company of Wine PeopleTM 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.

5. Allison, having come from an established wine background, yourself; how will your practical and technical knowledge of the industry help grow the Kumkani brand to new heights?

Being a winemaker and working closely with The Company of Wine People’s winemaking team, I am directly involved in the winemaking process. This enhances my credibility as brand ambassador and -owner as it is critical to know your wines well when you want to sell it. I aim to build close relationships with all the key people who are involved in the Kumani chain – from grape to glass. As the new face of Kumkani, I intend to put all of my passion, hard work, learnings from past experiences and resources in to action in order to do the brand justice in offering the best possible service in promoting the brand and connecting directly with consumers. Click here for more information on Kumkani