KWV Cruxland Gin
KWV enters discerning market with listing in Morrisons
Leading through innovation, KWV in Paarl tapped into the craft-spirit trend when it introduced its own boutique-style handcrafted gin, called Cruxland, to South Africa last year. This year, KWV is taking this hugely popular gin to international audiences, and has officially launched in the most ‘discerning’ gin-drinking market of them all: the United Kingdom (UK).
KWV Cruxland Gin is the first boutique-style London Dry gin which is infused with nine exotic signature botanicals, including rare Kalahari N’abbas – also known as ‘Kalahari truffles’ or ‘desert gold’ – a species of truffle indigenous to the Kalahari Desert and Namibia. The KWV product development team took almost three years to create this special gin with botanicals typical to South Africa.
The famous Kalahari Truffle
The Kalahari truffles only grow in the Kalahari after the first rains for a short time, and only a very experienced truffle hunter can spot where to start digging. It is not something consumers will find in any other drink – anywhere in the world – and this drink has proved to be extremely popular in South Africa.
As part of its international marketing strategy, KWV has been introducing Cruxland Gin to key retailers in the UK market, a market which values premium gin and which, according to UK-based market researchers CGA Peach, has been a key driver in the global upsurge in craft gin distilling and consumption.
According to Anneke Mackenzie, KWV’s Global Portfolio Manager for Spirits, KWV Cruxland Gin’s successful introduction into this discerning market is due to KWV Cruxland Gin offering a ‘distinctive point of appeal’: “Experts say the gin revival has been sparked by unusual flavours and launches of small batches, which are adding vitality to the category and the re-emergence of a cocktail culture, KWV Cruxland Gin offers gin consumers something that is 100% unique, and more importantly, something that has a ‘taste of origin’, locally the response has been phenomenal, and we are very happy to report that the introduction of KWV Cruxland Gin to the UK market is showing signs of equal interest!”
Major UK retailer Morrisons – with more than 400 stores across the UK – now includes the KWV Cruxland Gin on its shelves, and UK-based distributor North South Wines has included it in their portfolio of clients.
These listings were officially communicated to the UK market this month, with a creative launch-to-market which saw key UK trade, drinks, lifestyle writers and influencers, attend an event at the Whitsling Shop, an atmospheric Gin Bar in Worship Street, a trendy spot in East London.
Kim Wilson, Sales Director at North South Wines who also attended the launch, says that the response to KWV Cruxland Gin has been overwhelmingly positive: “The interest and engagement with KWV Cruxland Gin since its launch in store at Morrisons has been outstanding, we relish the opportunity to shake up the Gin sector with this fantastic new product from KWV!”
Mackenzie added: “Entering the UK market has been a very positive experience, we are excited to grow in this market as more consumers gain a taste for proudly South African, handcrafted gin.”
To purchase the KWV Cruxland Gin locally visit www.kwvempyrean.co.za.
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