Goiya is now well established as one of the Top 20 best selling wine brands in the UK and is still growing strongly. It was the 1st ever South African wine to be advertised on British TV, the 1st to win Cricket sponsorship, and is a prime example of how to use innovation and timing to build a successful new brand
Goiya started life as an innovative experiment. The radical label design changed evey year and it rushed onto the UK market in April as a sort of Cape Nouveau - the first wine produced of each new vintage - from anywhere in the world. Its unique positioning attracted plenty of positive press reports and the fresh, crisply attractive wine won lots of fans.
Raisin Social had developed the concept with Westcorp and recognised the potential, particularly after 1994 when free elections made South Africa headline news throughout the world.
Building on the initial success, Raisin Social developed the brand by focusing on the quality of wine from one of their key partners, working with Westcorp to develop attractive, fruity high quality wines across a wider range. Intimate knowledge of the source of the wine and control over quality are critical elements to the success of Raisin Social brands
Market research and work with focus groups led Raisin Social to re-launch the packaging with a more consistent design that moved the brand into the mainstream, with supply throughout the year
Raisin Social and Westcorp were not afraid to invest to capitalise on the success and build the brand through targeted marketing campaigns including television advertising, nationwide cricket sponsorship, PR campaigns and press advertising
The range has developed and the brand has grown up with the help of the strong brand building skills of Raisin Social. It is now among the top 20 wine brands in the UK and is widely distributed in every sector of the market
To find out more about Westcorp and the Goiya range click here
