New Look for KWV unveiled
2005-09-22
KWV, the wine and brandy company in Paarl, unveiled a major new strategy with its focus on building winning brands last week.
The new masterbrand strategy encompasses all branding aspects of KWV, the company, and its product brands.
It included the first-ever release of the KWV 3 Year Old Brandy, KWV Classic and KWV Cathedral Cellar wine brands onto the local market, in the brands’ new livery.
With the launch into its home market in May 2004, and the recognition of KWV’s equity, it was acknowledged that KWV needed to capitalise on its intrinsic value as an icon in South Africa, at the same time emphasising its move into the 21st century as a market-driven, brand-focused commercial company.
Last week KWV introduced a unified corporate brand with KWV Cathedral Cellar, KWV Reserve, KWV Roodeberg and KWV Classic forming part of the masterbrand.
The strategy permits brand flexibility, more consistent product packaging across the brand portfolio to improve consumer recognition and brand messaging, enhanced by the new colours of black, gold and cream.
* KWV has withdrawn its cautionary notice on share trading, following confidential negotations which ended inconclusively but are rumoured to pertain to the company Douglas Green Bellingham (DGB).
The restructuring of the company has been completed, with the reduction of 94 posts. Of these, 57 employees accepted voluntary retrenchment, while 37 Paarlites were dismissed.
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