This summer, Kumala, the £45m brand from Accolade Wines’ South African portfolio, has launched a new competition in partnership with premium barbecue manufacturers, Napoleon Grills.
The brand’s ‘Bring on the Braai’ summer activation aims to epitomise the vibrancy, fun and flavour of the classic South African ‘Braai’: a ‘no excuse needed’ tradition that takes your standard BBQ to a whole new level. As part of this activation, shoppers will have the chance to win a premium Napoleon barbecue, worth a whopping £1,369.99.
The competition, which also offers customers the chance to win one of five Napoleon barbecue bundle runner-up prizes in monthly prize draws, is available across multiple 75cl SKUs including Kumala Shiraz and Kumala Reserve Malbec. Over 735,000 bottles will each feature a colourful and vibrant on-pack neck tag, complete with gold foil for impactful shelf-standout in-store.
To further support the campaign, Napoleon Grills brand ambassador and renowned chef Neil Rankin has shared a bespoke ‘Grilled Beef Kebab’ barbecue recipe with a Kumala Reserve Malbec wine pairing, which will feature on Napoleon’s Website, Social and YouTube channels.
Anne Uva, Accolade Wines’ Assistant Brand Manager, said: “Kumala is all about variety and channelling the spice of life into our wines. It is already a top ten brand for prompted recognition and there is massive growth potential as we strive to be a shining beacon for great South African wines. We’re excited to team up with Napoleon Grills to bring the colourful spirit of Kumala to life by offering new and existing customers the chance to win a top of the range barbecue – just in time for what promises to be a busy summer of outdoor dining.”
Running until 30th September 2021, the competition is available across grocery and convenience, and will be supported in-store with POS and online via Kumala’s social channels, linking to a dedicated website – https://www.kumalabbq.co.uk/.
 Nielsen Scantrack data to 24.04.21
 Wine Intelligence data March 21