Distell Limited, Africa’s leading producer of fine wines, spirits, ciders and ready to drink alcoholic beverages, have extended their partnership with award winning singer song writer Eric Wainaina following a successful campaign with the music icon that began late last year.
Eric continues as Nederburg’s brand ambassador following his exemplary performance that saw him front a six months Nederburg campaign dubbed “Taste Makers”. The campaign was aimed at informing and educating the brand’s target audience about its multi-tiered range of award-winning wines.
In this extended partnership Eric is expected to continue representing Nederburg brand on various social engagements in order to further enable the brand to reach out more intimately to its target audience, which comprises largely young mature, upwardly mobile urban men and women with an appreciation of fine wines.
The singer will continue to represent Nederburg wine at various media platforms, occasions and events to inform and create awareness amongst the brand’s core target audience about its multi-tiered range of award winning wines.
Distell General Manager for North East Africa, Richard Lord has hailed Nederburg’s relationship with Eric terming it as mutually beneficial to both parties.
“Eric is an iconic figure in Kenya’s entertainment industry which is why we still believe he is the perfect fit for Nederburg. Like our brand, Eric radiates class, passion, endurance and unparalleled success,” said Mr. Lord. “Wine consumption in Kenya has increased in the recent years due to the increased exposure among the consumers and with Kenya’s evolving middle class this has spurred growth in the wine industry in general.”
Distell’s recent introduction of a new wine varietal in the Nederburg ingenuity collection further proves it’s vision in the growth of the wine market in Africa and the rest of the world. This bold move by the celebrated distiller could be attributed to the wine culture growth potential of the continent.
Euro monitor international their 2013/14 report indicated significant growth in wine consumption in Kenya largely driven by the growing middle-class population. Wine in Kenya is still perceived or closely associated with a more aspirational and sophisticated lifestyle.
The increase in wine consumption in the country has been on a steady rise mainly attributed to consumers increase international exposure to wine and wine culture through various social interactions here and abroad through international travel has significantly promoted growth and consumption of wine. As more Kenyans are exposed through product availability – popularity of wines at corporate functions and restaurants, individuals’ travels and increased advertising has translated to increase in consumer awareness hence promoted growth in the alcoholic segment.
This is evident as multi-national brands enter the market to capitalise on the growing affluence, the consumption of wine continues to climb to increased international exposure through travel and media are set to boost volume and value sales of wine during the forecast period.