Social media tools for KWV

Content available on the website will include information on vintage launches, food pairing suggestions and media resources. The addition of social media elements such as online videos and content on Facebook and Twitter is expected to increase traffic to the site.

Wine blogs

Two blogs will give consumers a behind the scenes view of how the wines are produced and wine tips at the KWV Lifestyle and KWV Reserve brands page and more interesting ideas from the Mentors and Abraham Perold page. 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.

International competition

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.

"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, who made it and where. 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.

Mnemonic produced the website and Atmosphere Communications is driving social media activity; both are part of the King James Group.

The website and blog addresses are www.kwv-wines.com; life.kwv-wines.com/ and style.kwv-wines.com/.