Nederburg Renews Eric Wainaina's Endorsement Deal

Distell Limited, Africa’s leading producer of fine wines, spirits, ciders and ready to drink alcoholic beverages, have extended their partnership with award winning recording artist Eric Wainaina for a further one year following a successful campaign with the music icon that began late last year.

The ambassadorship journey saw Eric front a six months Nederburg campaign dubbed “Taste Makers” - that was aimed at informing and educating the brand’s target audience about its multi-tiered range of award-winning wines.

Eric who was part of the judging panel in the just concluded 2015 Third Taste Awards raised the bar with the inclusion of more intricate judging criteria in categories such as the Prestige Category and in the more popular People’s Choice category.

The award ceremony took place last week at Dusit D2 Hotel and restaurant.

In this extended partnership, Eric is expected to continue representing Nederburg wine at various social engagements.

These will include media platforms, occasions and events to inform and create awareness to further enable the brand to reach out more intimately to its core target audience, which comprises largely of young mature, upwardly mobile urban men and women with an appreciation of fine wines.

“I’m delighted that Nederburg have shown their appreciation for our initial partnership by continuing to work with me. Kenyans know their wine and have steadily developed great taste for the finer things in life which is what Nederburg represents,” said Mr. Wainaina.

“I look forward to continuing marrying the mastery of craft brought out by the brand and my personal brand” he added.

Distell North East Africa’s General Manager, Richard Lord hailed Nederburg’s relationship with Eric terming it as mutually beneficial to both parties. “Eric is an iconic figure in Kenya’s entertainment industry which is why we still believe he is the perfect fit for Nederburg. Like our brand, he radiates class, passion, endurance and unparalleled success,” said Mr. Lord.

“Wine consumption in Kenya has increased in the recent years due to the increased exposure among the consumers and with Kenya’s evolving middle class which has spurred growth in the wine industry in general.”

Nederburg is an ultra premium wine brand that has been at the forefront of South African winemaking industry for generations, and is celebrated globally for its superior quality. With an array of wines ranging from sweet to dry in both red and white varieties, Nederburg appeals to a broad range of wine lovers, from connoisseurs and collectors to those seeking everyday drinking pleasure and newcomers to wine.