Nederburg Wine Extends Partnership with Eric Wainaina

Distell Limited have extended their partnership with award winning recording artist Eric Wainaina for a further one year following a successful campaign with the music icon that began late last year. The ambassadorship journey saw Eric front a six months Nederburg wine campaign dubbed “Taste Makers” that was aimed at informing and educating the brand’s target audience about its multi-tiered range of award-winning wines.

Eric who was part of the judging panel in the just concluded 2015 Third Taste Awards whose award ceremony took place last week at Dusit D2 Hotel and restaurant, is expected to continue representing Nederburg wine at various social engagements. These will include media platforms, occasions and events to inform and create awareness to further enable the brand to reach out more intimately to its core target audience, which comprises largely of young but mature, upwardly mobile urban men and women with an appreciation of fine wines.

“I’m delighted that Nederburg have shown their appreciation for our initial partnership by continuing to work with me. Kenyans know their wine and have steadily developed great taste for the finer things in life which is what Nederburg represents,” said Mr. Wainaina. “I look forward to continuing marrying the mastery of craft brought out by the brand and my personal brand” he added.

Distell North East Africa’s General Manager, Richard Lord hailed Nederburg’s relationship with Eric terming it as mutually beneficial to both parties.

“Eric is an iconic figure in Kenya’s entertainment industry which is why we still believe he is the perfect fit for Nederburg. Like our brand, he radiates class, passion, endurance and unparalleled success,” said Mr. Lord. “Wine consumption in Kenya has increased in the recent years due to the increased exposure among the consumers and with Kenya’s evolving middle class which has spurred growth in the wine industry in general.”

Nederburg is an ultra premium wine brand that has been at the forefront of the South African winemaking industry for generations, and is celebrated globally for its superior quality. With an array of wines ranging from sweet to dry in both red and white varieties, Nederburg appeals to a broad range of wine lovers, from connoisseurs and collectors to those seeking everyday drinking pleasure as well as newcomers to wine.

The increase in wine consumption in the country has been on a steady rise that has mainly been attributed to the consumers’ increased international exposure to wine and wine culture through various social interactions locally and abroad. International travel has also significantly promoted growth and consumption of wine with more Kenyans being exposed through product availability and popularity of wines at corporate functions and restaurants. Individual travels and increased advertising has also translated to increased consumer awareness and has promoted growth in the alcoholic beverages segment. This is set to boost volume and value sales of wine during the forecast period. This is evident with the multi-national brands entering the market to capitalise on the growing middle class.