International Brands Ltd (IBL Wines) is unveiling a new brand identity for its Makulu Varietal wine range from South Africa. The new labelling, featuring a contemporary bull elephant design, will be launched at London International Wine Fair 2012 (LIWF) – Stand P10, 22-24 May 2012.
The Makulu varietal portfolio from the Imbuko Winery, Western Cape, comprises six mid-priced wines:
• Makulu Chardonnay
• Makulu Chenin Blanc
• Makulu Pinotage
• Makulu Shiraz
• Makulu Pinotage Rose
• Makulu Sauvignon Blanc (New)
In addition, the varietal range is supported by a range of entry level winemaker’s blends, successfully launched during 2011.
‘Makulu’ is the name of a family tribal leader and the new bull elephant emblem which will be unveiled at LIWF is a symbol of strength. Both are important aspect of African culture and central to the Imbuko Winery values. The wines have been created by the winery’s own winemaker, Theunis van Zyl.
The winery prides itself on its sustainable farming methods and its ethical employment policies. Sales of Makulu wines go towards supporting the winery’s crèche and education centre, which benefits the children of those who work to produce and distribute the wines.
IBL Wines will also be showing several other brands at the London International Wine Fair including the Imbuko, Du Plevaux, Releaf and Rebourne ranges, also from South Africa.
In addition, the company markets and distributes wines from Italy, Chile, Australia, California, Germany and France and will be showing Minini, Santa Regina, Crocodile Creek, Grizzly Falls, Zenzen, and Raphael Louie.
As part of its new marketing platform for 2012, IBL has appointed public relations consultancy, Axiom Communications, to promote its South African wines, in particular, to consumer audiences.
Sales Director, Paul Hinks, says: “In 2012, IBL’s wine business will see the launch of new branding underlining the serious focus the company is putting behind its wine portfolio. Ours is a successful, family-run business already with a creditable £17m turnover. We deal in products from most wine growing regions globally. However the core business is centred on South African wines, notably Makulu and Imbuko, both from Imbuko Winery in which IBL is a significant partner. Our distribution focus has been mainly via wholesale and retail but we will be making our presence known in the on-trade too.
“The new identity for Makulu is exciting as it will give the great range of value for money wines new impetus with a packaging identity that gives strong shelf stand-out”.
International Brands Ltd