Lula by Rudera

Lula translates as 'easy' from Xhosa and Zulu, giving it a true South African character while the endorsement phrase "by Rudera" and wax seal, reinforces the individuality theme and lends credibility. With the Lula brand, Rudera now launched into the most competitive segment of the wine market with a strategic balancing act; borrowing equity from the premium parent brand, while telling its own brand story.

Lula is an "endorsed" brand lending Rudera’s stamp of approval to a new wine brand at a lower price without being a weak imitation of the premium wines or a one dimensional cheap and cheerful image.

In the light of the Rudera theme of the individuality of each wine’s terroir, the Lula brand has a more relaxed approach to pedigree but remains true to Rudera’s focus on the uniqueness through wines with typical cultivar characters, resulting in the brand named Lula.

With the label design we aim to excite the consumer, showing Lula’s fresh, bright, fun yet elegant personality. The easy style of the wines true to its cultivar characters, enforced by the packaging and price makes it something different and not more of the same. Lula has the ability to stand out from the crowd, has its own identity and potential to build equity. Lula benefits from the endorsement of Rudera, while not relying entirely on it to be successful.

The fun and easy character of the Lula Brand has already inspired consumers to wax lyrical about the wine, as "quoted" from a Consumer’s Poem about the Lula Syrah:

Lula Syrah
She is smooth and dark and sultry
A warm exotic dear
Her scent pervades my nostrils Her spirit placates fear
And when her bottle’s empty
There’s another dozen here That’s my Lula
I’m glad to have her near
I watch her like a hawk
That’s my Lula
She really pops my cork
A smooth and spicy baby
With a smoky hot behind
A ripe and fruity body
For when I unwind
That’s my Lula
She’s really quite a find
By: Anonymous

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Rudera Wines