Distell Limited, a South African producer of fine wines, spirits, ciders and ready to drink alcoholic beverages, have extended their partnership with award winning recording artist Eric Wainaina as a brand ambassador for a further one year following a successful campaign with the music icon that began late last year.

In this extended partnership, Eric is expected to continue representing Nederburg wine at social engagements such as media platforms, occasions and events to inform and create awareness to further enable the brand to reach out more intimately to its core target audience, which comprises largely of young mature, upwardly mobile urban men and women with an appreciation of fine wines.

The ambassadorship journey previously saw Eric front a six months Nederburg campaign dubbed “Taste Makers” – that was aimed at informing and educating the brand’s target audience about its multi-tiered range of wines. Eric Wainaina who was part of the judging panel in the just concluded 2015 Third Taste Awards raised the bar with the inclusion of more intricate judging criteria in categories such as the Prestige Category and in the more popular People’s Choice category. The award ceremony took place last week at Dusit D2 Hotel and restaurant.

Euro monitor international in their 2013/14 report indicated that a significant growth in the wine consumption in Kenya was largely driven by the growing middle-class population. However, wine in Kenya is still closely associated with a more aspirational and sophisticated lifestyle.