Page 26 - index
P. 26
LIQUOR MARKETING
The urgent need to
rebrand brandy
Falling market share, strong competitors and an outdated product image is forcing the
SA brandy industry to drastically rethink its strategies. Stafford Thomas reports.
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Oude Meester brandy has been given a brand makeover,
with a recent high-profile marketing campaign featuring local
celebrity Siyabonga Radebe and English actor Idris Elba
Left: An elaborate bottle from French-based Hine Cognac.
Below: This year marked the second consecutive win for South
Africa’s Van Ryn’s 12-Year-Old brandy at the 2016 International
Wine and Spirits Competition in London
24 strategicmarketing August–September 2016
