in the cellar : In Xhosa, the language of the African people who inhabit the Western Cape in South Africa, Kumkani means king. The royal colour is purple - therefore the unique packaging is rounded off with a purple capsule. With a brand name of this nature, premium positioning is paramount. It is also unmistakably African. Due to the fact that our target market is unlikely to understand the meaning of the brand name, the back label copy is written in a dictionary format to emphasize the meaning.