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.
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.
- 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