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Mulderbosch Vineyards

Positioning an historic South African winery as the category leader for U.S. media, trade and consumers.

Entry content

Mulderbosch Barrels

Challenge

Mulderbosch, one of South Africa’s pioneering wineries, was recently purchased by noted US wine investor Charles Banks. Charles changed importers (after many years of representation) and was trying to rebuild the brand’s once prestigious name in the United States under his own company.

Charles Banks Bio Photo 1 copy

Action

Colangelo & Partners focused on reeducation of the South African category for press and trade, while adding a lifestyle element to Mulderbosch products (Cabernet Sauvignon Rosé, Sauvignon Blanc) for mainstream media. Colangelo & Partners also leveraged the entrepreneurial story of Charles Banks to create more brand awareness.

LOW RES 15

Results

  • In the first year of the program (2013-2014), registered 227+ million impressions with 336 clips
  • Substantially increased positive brand awareness and category recognition for Mulderbosch, South Africa and Charles Banks and Terroir Selections
  • Executed successful tasting events for press and trade for new products launches including the Mulderbosch Single Vineyard Chenin Blanc series
  • Secured national broadcast coverage for Charles Banks as successful wine entrepreneur
‘… the last thing South Africa needed was another multimillion-dollar showcase winery. What was needed was more time in the vineyard.’ That’s exactly the attitude driving the new generation.
- Charles Banks in Food & Wine, "South African Wine's Eureka Moment"