Humorous campaign introduces Graça in screw caps

To maintain and extend the brand's high profile, it has signed a three-year deal to become the official wine sponsor of the popular Nando's Comedy Festival that takes place annually in Johannesburg, Cape Town and Durban over August and September. The association rights agreement involves pouring rights, branding and promotional activations at venues in the three cities on show nights and the inclusion of the brand's logo and tagline in the festival's promotional and media material.

"Our sponsorship of the Festival from 2012 to 2014, enforces the brand's positioning as an unconventional South African wine, which made an impact with its unpronounceable name, unique bottle shape, hand-drawn label and distinctive advertising line that has been retained since its launch almost 30 years ago," says brand spokesperson, Vanessa Kok.

It has also secured naming rights for the developmental Comedy Showdown feature of the main Festival. Called the Graça Comedy Showdown, it will provide a platform for up-and-coming comedians to strut their stuff in the three major cities five weeks prior to the main festival. The winner in each city will be rewarded with a show during the main festival. In terms of the agreement, it will have full venue branding in each city as well as pouring rights and product exclusivity.