Case study.

Cap Classique Producers Association.

Cap Classique, South Africa’s premium bottle-fermented sparkling wine, is still a relatively unknown category in the crowded UK market. Those that are aware of it might have knowledge of one or two of the better known brands but there is a plethora of high-quality, very well priced wines available for export from South Africa.

Island Media’s role:

To instigate a drip-feed UK-wide awareness and educational PR campaign. The primary aim is to keep the momentum going of educating consumers and enthusing trade about Cap Classique as a category and the individual producers involved in the campaigns.

Activations:

• Cap Classique Club area at Wines of South Africa’s biannual trade tasting

• Generic tables at UK-wide consumer wine tastings

• Bottle mailings to wine writers

• Events with content creators

Subsequently, Cap Classique as a category has experienced a 19% growth in volume and 41% in value over the past year (2023) in the UK. This has now become its biggest export market.

Pieter Ferreira – Cap Classique Producers Association:

“We have used Clare since 2020 and are extremely pleased with the content and work she has provided the Cap Classique Producers Association.  The category of Cap Classique has built significant awareness and presence in the UK marketplace.  Her understanding of our category, the messaging and what is required is well understood for the media and trade.  I will, at all times, recommend Clare without reservation to any other producers in the sparkling wine world and trust that your experience with Island Media and Clare will be as positive as ours.”