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#OnShelf: Levi’s launch in Woolworths

by Louise Burgers. Levi's launches in Woolworths; and new products from Durbanville Hills wines and Montego Pet Nutrition.

by Louise Burgers. Levi’s denim range for Woolworths’ new casual focus; a low alcohol wine from Durbanville Hills; and Montego launches cat treats.

Levi’s launches in Woolworths

Levi Strauss & Co. South Africa today announced that Woolworths will now feature a range of Levi’s. The denim brand aims to draw a younger, aspiring customer to the Woolworths casual wear range, with the trademark 510 Skinny, 512 Skinny Taper, 502 Regular Taper and shorts for men; and for women customers, there’s the 700 Series featuring the 710 Skinny, 720 High Rise Super Skinny, the classic  501 in a crop and denim skirts; as well as Curvy Skinny and Curvy Super Skinny. In addition, the range will also feature graphic tees, denim shirts, the Red Tab Sweats Collection and denim trucker jackets. “In response to our customers’ needs and as part our Fashion strategy to establish ourselves as an authority in select categories, we are very pleased to be able offer our Woolies customers access to a curated and exciting range of iconic Levis products. Both Levi’s and Woolworths are committed to quality and sustainable sourcing and manufacturing, so there is natural brand alignment that just made sense,” said Manie Maritz, managing director, Woolworths Fashion, Beauty and Home. In their latest brand campaign, Levi’s is encouraging its fans to buy pieces they love and to wear them for longer. This global ad campaign features changemakers’ Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford.

Durbanville Hills launches lower alcohol wine range

The Durbanville Hills Light Chenin Blanc and Shiraz wines are both at 9% alcohol and around 30% lower in calories. Martin Moore, Durbanville Hills’ Cellar Master, says taste is the most important factor in wine consumption decision-making and even more so for wines lower in alcohol. “We wanted to create a low alcohol wine that does not compromise on taste or quality, that showcases our cool climate terroir and is a joy to drink. We certainly didn’t want to release a wine that would be reviewed as ‘fair or passable’, so we took our time in investigating all the options, including experimenting with the various methods of dealcoholisation. The red was a bit trickier. We realised we had to harvest the Shiraz grapes fully ripe to counter green, harsh tannins, so off I went to hand-select a block with thin skins and naturally lower in tannin. In the cellar we dealcoholised some of the wine, to bring down the alcohol levels, before blending with the rest of the wine made as per normal,” he said. The Durbanville Hills Light range is available nationwide and retails for about R79.99 each.

Montego launches cat treats

The new Montego Pet Nutrition’s Packs O’ Purrs cat treats are purrfectly nutritious, containing both omegas 3 and 6, as well as added taurine, which is an essential amino acid for cats with a range of health benefits (good vision, digestion and a healthy immune system).

Main image credit: Woolworths.


Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.

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