January 2009 Paarl, South Africa: KWV Wines will start 2010 with the launch of a global online marketing campaign. The activity will include the launch of a new website, http://www.kwv-wines.com, with closely integrated social media elements such as online videos and content on Facebook and Twitter. Two blogs will also be launched as part of the activity to give consumers a behind the scenes view of how the wines are produced: www.life.kwv-wines.com (for the KWV Lifestyle and KWV Reserve brands) and www.style.kwv-wines.com (for The Mentors and Abraham Perold).

The launch marks a dynamic and exciting move for the brand focusing marketing attention online allows the KWV Wines story to be told to consumers across the globe.

“Our new online activity allows us to create a direct link between the team that creates our wines in South Africa and our global consumers. We believe wine drinkers increasingly want to know the real story behind what they drink; they want to know how it was made, by whom and the location. We believe that KWV Wines has a credible and authentic story to tell and using online channels we can create a close link to and encourage conversation with our consumers,” said Karin O’Donoghue, Global category manager wines.

Content available on the website will include, amongst other things, information on vintage launches, food pairing suggestions and media resources. The blogging element will include behind the scenes insights into how consumers favourite KWV Wines are created. The blogs will also include regular comments from winemakers, viticulturists and other team members on issues such as the impact of climate change on local wine, sustainability and other key industry topics.

Traffic to the new website will be driven by a series of international promotions including a social media campaign which will bring three couples from around the world to share their stories and experience at a dinner party in the Paarl vineyards in November 2010. There will also be incentives for consumers, media and bloggers that sign-up first to receive regular updates.

The website has been produced by Mnemonic and social media activity is being driven by Atmosphere Communications, both part of the King James Group.

KWV Wines is produced by KWV, one of the 5 largest wine and brandy producers in South Africa. Its head office is located in Paarl, in the Western Cape – one of the countries top wine producing regions. The company sources grapes and wines from the best and most sort after viticultural areas in South Africa.

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For more information please contact:

Tessa Kidd
Atmosphere Communications
Tel: 021 461 2117
tessa AT atmosphere.co.za