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Waverley on a Promise with 1.6M investment

Published:  23 July, 2008

On-trade giant WaverleyTBS is investing 1.6 million to raise awareness of the South African brand Cape Promise in the
run-up to Christmas.

The funds will be used in a number of ways, including trade promotions, a national PR campaign and new point-of-sale materials.

The PR campaign will include advertisements in women's magazines such as Essentials and Woman & Home.

Furthermore, the end of September will see the launch of a Cape Promise consumer website, offering information on the range of wines, as well as food pairings.

Martin Pinner, Cape Promise's brand manager, said: This

is the first time that Cape Promise has embarked on such a comprehensive support programme. We have earmarked a lot of the activity to lead up to the key Christmas sales period to ensure that it is of maximum benefit to both the on- and off-trade.'