Poulter Partners wins £2m Western Wines

Wine importer and distributor Western Wines has appointed Poulter Partners to handle its &£2m advertising business for its wine brands such as Kumala.

The company, based in Telford, has handed its media buying and planning account to MediaCom. The business moves from Brilliant Independent Media.

Creative advertising has been done by different agencies on a project basis and, according to Nielsen Media Research, the company spent &£823,000 on advertising last year.

However, senior brand manager at Western Wines Paul Sullivan says investment will be increased this year because the company wants to develop its brand identity.

Western Wines carries a gecko lizard on its labels and Sullivan says this will be turned into a brand icon.

Western Wines is an independent company founded by executive chairman Roger Gabb in 1980. Mike Paul, a managing director for Destination Wines at Southcorp, was appointed managing director in February last year.

The company relaunched its consumer website in October last year and created brand sites for all its main wines, including Kumala, Cono Sur, Tre Uve Ultima and new Italian wine Da Luca.

Western Wines is the UK’s largest supplier of branded South African wine with more than 40 per cent market share in retail. Kumala is the UK’s fastest-growing wine brand and sold 2 million cases in 2002 compared with 1 million in 2001, according to the company.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here