DeLush Wines, the new fashion lifestyle wine brand from Orange River Cellars, has appointed YFM radio celebrity and well-known socialite Tshepiso Mabulana as its brand ambassador. Tshepiso, or Tshepi as she of fondly known among YFM’s over 700 000 listeners, will be the current face and personality of DeLush wine, her drive-time radio presence and social media activity helping introduce a new generation of wine drinkers to one of South Africa’s most exciting new wine brands.
According to Koos Visser, marketing manager for Orange River Wines who produce the DeLush range of natural sweet white, red and rosé wines, Tshepi is the ideal personality to represent DeLush.
“The brand is aimed at the young, spirited and energetic consumer who has an individual sense of style and live their lives with flair and gusto,” says Visser. “This is something Tshepi most certainly does, as those who listen to her on the radio, attend her speaking engagements and interact with her on social media channels know.
“But the best part of all, she loves wine and her proactive energy and enthusiasm will help introduce a new generation of fashion-conscious, hip-and-happening people to the pleasures of a good wine aimed at the fun-end of the market.”
Tshepi says that the only downside about being a DeLush ambassador is that she has to contend with the unexpected visitors at her house who want to get their hands on some of the wine!
“Besides the great tasting natural sweet wines, the branding for DeLush is on point and everybody who sees it for the first time wants a piece of the action,” she says. “It makes the wine appealing with people associating it with funky events, the drink being a part of women’s life stories and an ideal tipple for sharing with others and for celebrating special moments.”
Tshepi says that apart from the taste, wine appeals to her and her friends due to the fact that holding a wine glass is sexy and cool. Her perfect DeLush moment: “I want to draw a picture in your head… Close your eyes, Imagine yourself at a rooftop party, sunset, cocktail dresses some smooth contemporary jazz after 6pm we change the tone to some deep house. That’s the perfect music for all the DeLush flavours.”
Since its launch last year, DeLush has made formidable inroads into the wine market, its stylishly bold packaging and approachable flavour profiles appealing to new and existing wine drinkers.
The price of the DeLush range is aligned to make all three offerings accessible to the consumer at the same relative price points. The recommended retail prices are:
750ml (R27), 3 litre BIB (R74) and 5 litre BIB (R108).