#OnShelf: Brands get creative to extend consumer reach

by Louise Burgers. From bubbles and pizza parings, to wine in a box – retailers and brands are teaming up to launch brand and category extensions.

Thinking out of the box for KWV wine footprint

Pearly Bay, an easy-drinking wine from KWV, has extended its footprint and accessibility in the South African market with the launch of a new premium 3L bag in box (BIB). The new BIBs come in three variants: Dry White with tropical fruit; a fruity and fresh Smooth Red; a Sweet Rosé with hints of  strawberries and rose petals. “Boxed wine is a booming category, especially in 3L packs, as wine lovers become more aware of their benefits in terms of the environment; value for money; and convenience. The overall growth of more than 10% in the local boxed wine market, coupled with the growth in volume and value of more than 46% of our Pearly Bay wines, bodes well for our new BIB offering to create an even greater consumer demand,” says Vanessé Smal, brand manager of Pearly Bay wines. According to KWV, BIB wines are trending at all price points with the 3L format leading the charge locally at an annual growth rate of 18%; and are “by far the most effective for reducing a wine’s carbon footprint, as the lighter and more compact 3L BIBs offer a more sustainable packaging solution”. The 3L Pearly Bay wines are rolling out into selected stores countrywide with a RSP of R129.99.

Male grooming strategy from Dis-Chem

Dis-Chem Pharmacies will be the first retailer to stock Legends Barber male grooming products. Dis-Chem has operated Hairstrategy and specialist Manstrategy salons around the country, offering a professional hair experience through its network of established professional hairdressers and barbers. Saul Saltzman, executive director at Dis-Chem says they are excited and looking forward to a fruitful partnership: “The introduction of Legends Barber male grooming products extended throughout our Dis-Chem retail stores, augments our drive to grow the male grooming segment. It caters for the growing demand to bring the professional side of hairdressing and barbering to our shoppers, and this new development enhances our position in this category. Sheldon Tatchell, owner and founder of Legends Barbershop, is somewhat of a legend himself, coming from humble beginnings in Eldorado Park, to owning 61 Legends Barber shops across the African continent; and now stocking his product range through a major SA retailer. The Legends Barber product range, inclusive of styling aids, aftercare products and accessories, will be exclusively distributed by Great Africa Hair company. Although now that they have hit the bigtime, surely the brand can afford a professional product photoshoot?!

The Plant Powered Show’s Easter Feaster Cookbook

The Plant Powered Show has released a free digital cookbook for Easter, with easy-to-follow plant-based meals and conscious cocktails. It’s a healthy guide for anyone looking for healthier (and meat-free) meals, such as: meat-free curries, pies, bourguignon, ratatouille, tacos and assorted salads; puddings and Easter treats, including koesisters, cakes, Easter eggs and more; and a selection of virgin cocktails and cooldrinks. Get your free copy here.

CAMPAIGN: Pizza parings with J.C. Le Roux

The House of J.C. Le Roux sparkling wine in Devon Valley, Stellenbosch, has introduced a pizza and bubbly pairing with bite-sized pizza’s made by the Cucina Di Giovanni restaurant on the property. Throw in spectacular views of the vineyards and mountains and comfortable seating at the restaurant, and it’s a recipe for good food and good company. Bookings are essential.

Main image credit: Supplied.

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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