KWV Lifestyle - same product, new pack

Wednesday, 22 July, 2009
Sabio Communications
KWV has refreshed the packaging of their Lifestyle range and simultaneously opted for the more convenient Stelvin closure.
The practical screw cap has been well received by consumers, and the new attractive, sleek and eye catching design ensures that the bottles are easily identifiable.

The KWV Lifestyle range consists of eight wines, namely: Chardonnay, Chenin blanc, Sauvignon blanc, Pinotage Rose, Pinotage, Cabernet Sauvignon, Merlot and Shiraz.

"Maintaining the quality objectives in our packaging was essential," says Uschi van Zweel, Category Manager for Wines - Southern Africa. "The paper choice, bright colours and embossing on the label all support this. The wine, however, has not been changed, and will continue to delight drinkers."

The new KWV Lifestyle packaging ensures that shelf stand-out is balanced with the delivery of quality perceptions that have built the brand over the last 90 years.

The move to Stelvin closure was not taken lightly. "Our decision to move to Stelvin closures was aided by vast amounts of research," says van Zweel. "These closures enable us to keep sulphur dioxide levels down - meaning a healthier beverage. As 15% of wine is affected by cork taint, the Stelvin closures will ensure that the wine remains taint free." Stelvin closures also guarantee that no leakage takes place and simplifies the cellar process as wines can be kept upright and do not require humidity.

According to van Zweel, the downside is that many consumers perceive wines with Stelvin as inferior. "This is a perception that we aim to change through extensive education and sampling, and we are looking forward to consumers reactions once they taste the product," adds van Zweel. Environmental concerns are also of vital importance to the brand, and packaging choices are in line with this focus. Stelvin closures are easily recyclable, and ensure consistency in the wines.

New packaging is filtering into leading retailers, and is available at the following RSP's:
  • KWV Lifestyle Chardonnay - R39.95
  • KWV Lifestyle Chenin Blanc - R29.95
  • KWV Lifestyle Sauvignon Blanc - R39.95
  • KWV Lifestyle Pinotage Rose - R29.95
  • KWV Lifestyle Pinotage - R49.95
  • KWV Lifestyle Cabernet Sauvignon - R51.95
  • KWV Lifestyle Merlot - R51.95
  • KWV Lifestyle Shiraz - R51.95
(KWV encourages consumers to enjoy KWV products responsibly. Products are not for sale to persons under the age of 18)