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Myrna Robins

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MENSA WINES INTRIGUE WITH INNOVATIVE MARKETING

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Marketing is all important when competing in the well-priced segment of South African wines. Overhex Wines International have always come up with interesting labels with a tale to tell and their new range is no exception.

The Mensa range is the first to offer an augmented reality app for smartphones which, when scanned in, brings the story behind the Mensa label to life.

Story-telling, the accompanying maxim – ‘Live a great story’ – and the label (which features everywoman relaxing in a library, its wall lined with books, a glass of wine at her feet) all contribute to appeal both to curious consumers and , I would guess, especially to the female winelover.

This is a range also designed to appeal to book clubs , both visually and price-wise, while the practical Helix cork closure eliminates the need for corkscrews.

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The sauvignpn blanc is fruity and easy-drinking, with alcohol levels of just 12% while the cabernet sauvignon offers a considerably higher level at 14,5% but also slips down easily, its berry flavours backed by a full-bodied character. The trendy chardonnay/.pinot noir comes in at 13% and combines citrus notes with moderate alcohol levels. Whites cost R75 and the red R85 at the Overhex cellar door, are stocked by Checkers countrywide and can be bought online.

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