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Furnishings & DecorSouth Africa, Stellenbosch, February 2010; Kleine Zalze was swamped with aspiring wine ambassadors from across South Africa after it launched its unique Four Seasons marketing and communication campaign last month. The Four Seasons campaign is aimed at communicating directly with Kleine Zalze’s customers to establish exactly what they love and enjoy about this well-known Stellenbosch wine estate’s wines.
Ultimately a total of 58 wine ambassadors from across South Africa were selected to take part in the campaign.
Each has received complimentary wines from Kleine Zalze – the estate’s Cellar Selection Sauvignon Blanc 2009, Chardonnay 2009 and Gamay Noir Rosé 2009. Kleine Zalze’s desire to interact with its consumers to establish what makes them tick wine wise has led to the Four Seasons marketing campaign. The 58 wine ambassadors will now be encouraged to host, for example, wine tastings or dinner parties for family and friends, and most importantly, to tell Kleine Zalze what exactly it is about the wines that they and their guests enjoyed. They will then be required to provide Kleine Zalze with feedback on the wines which will be posted onto the campaign website, www.fortheloveofwine.co.za.
The most successful and interesting ambassador each season will win an all expenses trip to Kleine Zalze where they will enjoy the delights that this wine farm has to offer, which includes Terroir Restaurant, the 4-star Kleine Zalze Lodge, and of course the award winning winery. The renowned De Zalze Golf Course is also adjacent to Kleine Zalze.
And so far the wine ambassadors certainly have not disappointed! One took his Cellar Selection Chenin Blanc 2009, with friends of course, up Table Mountain for what must be one of the highest points on earth a chenin has ever been enjoyed! Another took her Chardonnay 2007 to the Kgalagadi Transfrontier Park in the Kalahari and raved about its bouquet and taste. And just to prove that Kleine Zalze’s wines transcend even borders, an ambassador from the USA, now living in SA, decided Kleine Zalze’s wines gave her the ideal opportunity to meet “like-minded” people, people who enjoy the good things in life.
“The Four Seasons campaign is designed to reflect the fact that good food and good company deserve great wine,” says Ross Sleet, Sales and Marketing Manager at Kleine Zalze. “We believe that the type of wine that people consume is based on the occasion, the time of year, and the mood of the consumer. We want to engage in conversations with our consumers on an ongoing basis so we can identify those ‘Kleine Zalze inspired moments’.”
“Kleine Zalze consumers re wine savvy and wine engaged, food aware, and view lifestyle as an inherent part of their desired wine interaction, but they also seek value for money. They know that Kleine Zalze produces exceptional wines from a number of cultivars and at different price points, and as our consumers cut across age and income groups, they engage with Kleine Zalze wines on a number of different levels. It is discovering the extent of this engagement that Kleine Zalze wishes to tap into and reward.” With summer drawing to an end, the focus is beginning to shift to autumn when warm, rich meals are complemented by wines such as pinotage, merlot and even chenin blanc, and conversation turns to reflection, friendships and relationships.
Autumn is a season for cosy dinners with family and friends and what better way to enjoy life than with good food, good wine and good company.For the Autumn season, Kleine Zalze will provide the wine ambassadors with wine from its Vineyard and Cellar selections, i.e. the Vineyard Selection Chenin Blanc 2009, the Cellar Selection Pinotage 2008 and the Cellar Selection Merlot 2008 to further challenge their creative juices.
The Four Seasons campaign runs from January 2010 until December 2010 and the wine ambassadors were selected from online applicants recruited via www.fortheloveofwine.co.za. To follow the trials and tribulations of the 58 wine ambassadors, just visit the website.
For more information, please contact Ross Sleet (Sales & Marketing Manager) on rsleet@kleinezalze.co.za or (+27) (0) 78 450 7739.
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