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Stormhoek makes bid for UK top five

South African wine producer Stormhoek is on the verge of launching a UK PR and marketing campaign as it seeks to become one of the top five South African wine brands sold in the UK by next year.

The wine maker, owned by Origin Wines, has reached sales of 300,000 cases in the past eight months since launching new packaging, and wine styles. Its new strategy has seen the brand grow from 134,000 cases at purchase in 2007, to 294,000 cases in the eight months ending October 2008 - equating to growth of 229% versus the same period in 2007.

The UK campaign, being launched in conjunction with a wider global marketing push, is set to launch in three weeks time. The global campaign will have an online element which will include the use of blogs and online conversations.

In addition, Adi Badenhorst - well known for his Rustenburg wines - has been brought in to develop an £8.99 range and oversee wine quality and product development for the brand.

CEO of Origin Wine, Bernard Fontannaz, said: "We realised that we needed to tap into consumer buying behaviour and truly understand market trends, in order to make this brand work in-store. So, we launched an entry level Rosé and Chardonnay Pinot Grigio and we launched new packaging.

"With one of the strongest like-for-like growths in the market and the media and online plan due to be executed for Stormhoek, we expect the brand to hit the UK SA top five during 2009."

The new packaging sees a total move away from the previous transparent "sticker-type" adhesive label, to a white label, with the Siren significantly bigger and a back label that talks about the six principles of life that the brand believes in.

The Stormhoek brand now comprises three ranges; Stormhoek "Life", Stormhoek "The Siren" and Stormhoek "Horizons" retailing at between £4.99 and £7.99. A release date for the £8.99 range by Badenhorst is yet to be confirmed.

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