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KWV repositions with pioneering trademark campaign

Established in 1918, KWV has a long tradition of crafting some of the world’s finest wines and brandies. This is the company’s first consumer brand campaign in its 97-year history that stretches across the product worlds of wine and spirits to deliver a consistent brand theme.

Cape Town, 23 March 2015 – KWV is reawakening the spirit of the brand with the launch of its first ever consumer trademark brand campaign, ‘Finish Great’, that communicates the company’s proud heritage and product innovation that it has embodied since 1918.

Tyrone Beck, Creative Director at Saatchi & Saatchi Brandsrock, the ad agency tasked with developing KWV’s campaign, explains: “This is a tribute to the great legacy of KWV, but also demonstrates that by standing on the shoulders of giants, we are inspired to aim higher, to reach even greater heights and inevitably ‘Finish Great’.”

Beck says that the integrated campaign includes KWV's first ever television commercial, amplification via a full PR rollout, experiential activations, billboards, point-of-sale and in-store promotions.

He admits that the task was not easy. “The alcohol marketplace is extremely cluttered, with premium liquor brands playing heavily in the world of inspiration.

“Therefore we strived to achieve a well considered and creatively consistent visual theme to work across all touch points and to be the foundation for a bold and distinctive message.”

Watch KWV's first TV ad here

KWV's Head of Strategy, Peadar Hegarty, says that KWV is a company and brand that respects tradition, with a proud legacy of craftsmanship and excellence that stretches back to the early 1900's.
KWV headquarters
The entrance to KWV's Head Office - La Concorde - in Paarl, Western Cape

“KWV is a brand that innovates and constantly pushes itself to achieve greater things and this is encapsulated in its entirety in the Finish Great campaign elements,” he adds.

He says that any great campaign has to have a number of iconic elements but firstly should be rooted in human truth, KWV’s being that persistence reveals character.

“The finish great message is universal and supports our global growth strategy with a truly international campaign,” Hegarty adds. “KWV is a place where innovation comes alive, where fresh ideas are made possible by building on the great work of yesterday’s pioneers, where convention is constantly challenged, and where new ideas and fresh perspectives are always given the space they deserve.”

KWV Heritage XO
SA’s first Cognac brand - KWV Heritage XO
  KWV Heritage

In recent years KWV has transformed itself into a global commercial player, exporting award-winning wines and brandies from its main cellar complex in Paarl all over the world.

“Our attainment of globally recognised awards is testament to this. In the last 4 years we have won over 858 awards of which 307 were achieved in the past year alone,” says Hegarty.

“We are constantly improving our products to push the boundaries, being at the forefront of winemaking and brandy making innovation and demonstrating great attention to detail and balance.”

In recent months KWV has been creating industry waves with a number of Finish Great moments, like the launch of the world's first 'natural' Pinotage - Earth's Essence, made possible by utilising a world first technology; the launch of KWV Heritage XO, SA's first Cognac brand; and the launch of Nexus, the world's first 30-year old commercially available potstill brandy.

Article sourced from Tin Can PR
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