Oct 29 2008
Origin Wines, new owner of the Stormhoek range of wines (among others) will go on the attack in the UK with a range of marketing and other measures aimed at elbowing the brand into the Top Five biggest-selling SA wines in that country.
The UK campaign, which is part of a global campaign, will be launched late in November and Origin Wines expects Stormhoek to be in the Top Five sometime next year, reports the website Talking Drinks.
Unfortunately, I don’t know which SA wine brands are currently in the Top Five – a Google search didn’t do it for me. (Maybe someone can help me here…?)
Stormhoek went through a turbulent period earlier this year when its owner, UK wine importer Orbital Wines, went belly up and SA bottler Origin Wines beat off 20 bidders to become the new owner.
After a change in packaging and the appointment of winemaker Adi Badenhorst, Origin Wines is now ready to take Stormhoek sales a notch higher.
Bernard Fontannaz, CEO of Origin Wines, said blogs and “online conversations” will be in the mix of the PR and marketing campaign. It won’t be the first time the internet is used to promote Stormhoek. In fact, the brand has gained an enormous amount of international awareness in the past three years thanks to clever, on-going online marketing and the use of blogs.
For a taste of its clever use of online promotions to build worldwide awareness, go to the Stormhoek website. The website was a eye-opener to me, first time I visited it. Instead of wine-talk left, right and center, as one expects from a wine website, the talk here was of twitter, podcasting, Facebook and “WordPress weekends”.
According to Platter 2007 Origin claims “no South African wine is ‘googled’ more than Stormhoek”. If all goes according to plan, it’ll soon also be one of the most-quaffed wines in the UK.