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					Welcome
to our
2011
NatioNal
cycle
01 march 2011 - 30 april 2011




                                We know you want an exciting promotion and this is how
                               we’re going to help you achieve it. We intend to drive volume
                               using amazing incentives, and by reinforcing the desirability
                                                      of the product.
                                    the main prize is a garden makeover worth r30 000.
                               consumers could also win branded parasols, while the trade
                              could win one of three Breville espresso Bean to cup machines.




  our consumer proposition is that “inspired by the rich biodiversity of the cape Floral Kingdom,
     Fleur du cap wines reflect the abundant, yet subtle flavours of this truly unique terroir.”
             From march to april 2001 we believe that “inspired by our national cycle,
the consumer buys lots of our product, yet still feels like it is an select wine that reflects their status.”
                                                                                                                                                                             Bunting                                                                     Hanging mobile (1m diameter)                                                                                           Wobbler                                                      Seed neck tag


      POSTERS,                                                                                                                                                                       Win                                                                                                                                                                                                                                                                                                      WOBBLER AND
   HANGING MOBILE
    AND BUNTING
                                                                                                                                                                                     a garden
                                                                                                                                                                                     makeover
                                                                                                                                                                                     Worth
                                                                                                                                                                                     r30 000                                                                                WIN
                                                                                                                                                                                                                                                                                                                                                                          WIN
                                                                                                                                                                                                                                                                                                                                                                           A GARDEN
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               NECK TAG
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Wobblers and neck-tags will be the second
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         communication step. These elements will
 Posters, hanging mobiles and bunting will                                                                                                                                                                                                                                  A GARDEN                                                                                        MAKEOVER
be the first visual phase. These elements will
 let the consumer know that they can win a
                                                                                                                                                                                        See pack for detailS.                                                               MAKEOVER
                                                                                                                                                                                                                                                                            WORTH                                                                                          WORTH                                                                                                          reiterate that a garden makeover worth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        R30 000 can be won. They will follow the art
  garden makeover worth R30 000. And how
simple it is: buy a bottle of Fleur du Cap and
                                                                                                                                                                                                                                                                            R30 000
                                                                                                                                                                                                                                                                                      OR DETA
                                                                                                                                                                                                                                                                            SEE PACK FOR DETAILS.
                                                                                                                                                                                                                                                                                           TAILS.
                                                                                                                                                                                                                                                                                                                                                                           R30 000
                                                                                                                                                                                                                                                                                                                                                                                SEE PACK FOR DETAILS.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        direction of the campaign, in addition some
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        of the neck-tags will be made of seed paper,
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        further entrenching our “wines inspired by
                 send an SMS.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     nature” philosophy.
                                                                                                                                                                                                                                                                              Not for Sale to Persons
                                                                                                                                                                                                                                                                               Under the Age of 18.


                                                                                                                                                              Not for Sale to Persons Under the Age of 18.


                                                            Main poster                                                                                                                                         GLE 2396 FDC Garden Cycle Promo Hanging Mobile.indd 1
                                                                                                                                                                                                                Process CyanProcess MagentaProcess YellowProcess BlackDIE
                                                                                                                                                                                                                                                                                                        2010/11/22 3:16 PM
                                                                                                                                                                                                                                                                                                                                                               Not for Sale to Persons Under the Age of 18.




                                                                                                                                                                                                                                                                                                                             GLE 2396 FDC Garden Cycle Promo Wobbler.indd 1                                   2010/11/22 3:00 PM
                                                                                                                                                                                                                                                                                                                             Process CyanProcess MagentaProcess YellowProcess BlackDIE
                                                                                                                                                                                                                                                                                                                                                                                                                                             Buy a Bottle
                                                                                                                                                                                                                                                                                                                                                                                                                                           of fleur du Cap,
                                                                                                                                                                                                                                                                                                                                                                                                                                          SMS “fdC” and the
                                                                                                                                                                                                                                                                                                                                                                                                                                         unique Code found
                                                                                                                                                                                                                                                                                                                                                                                                                                          on your neCk tag
                                                                                                                                                                                                                                                                                                                                                                                                                                         to 33292, and Stand
                                                                                                                                                                                                                                                                                                                                                                                                                                           a ChanCe to win.




                                                                                                                                                                                                                                                                                                                                                                                                                                     Terms and condiTions apply. compeTiTion closes
                                                                                                                                                                                                                                                                                                                                                                                                                                          30 april 2011. sms’s charged aT r1,50 each.
                                                                                                                                                                                                                                                                                                                                                                                                                                   VisiT www.fleurducap.co.za for more informaTion.




                                                                                                                                                                                                                                                                                                                                                                                                                                     Enjoy Responsibly.
                                                                                                                                                                                                                                                                                                                                                                                                                                    Not for Sale to Persons
                                                                                                                                                                                                                                                                                                                                                                                                                                    Not for Sale to Persons
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            FREE-STANDING
                                                                                                                                                                                                                                                                                                                                                                                                                                     Under the Age of 18.
                                                                                                                                                                                                                                                                                                                                                                                                                                     Under the Age of 18.                                        UNIT
                                                             Buy a Bottle
                                                          of fleur du Cap,                                                                                                                                                                                                                                                                                                                                                                                                                 In addition to the elements driving
                                                            SMS “fdC” and
                                                          the unique Code                                                                                                                                                                                                                                                                                                                                                                                                                the competition, Fleur du Cap branded
                                                           found on your
                                                          neCk tag to 33292,                                                                                                                                                                                                                                                                                                                                                                                                              free-standing units will be displayed
                                                             and Stand a
                                                           ChanCe to win.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        in stores.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Free-standing unit


                terMS and ConditionS apply. CoMpetition CloSeS 30 april 2011. SMS’S Charged at r1,50 eaCh. ViSit www.fleurduCap.Co.za for More inforMation.




             Not for Sale to Persons Under the Age of 18.



                                                      In-store poster




                                                                                              Buy a BoTTle of fleur du cap, sms
                                                                                              “fdc”, The name of The sTore and
                                                                                               The unique code found on The




                                                                                                                                                                                                                BRINGING THE PROMOTION TO LIFE
                                                                                                Back of your neck Tag To 33292,
                                                                                                 and sTand a chance To win.

                                                                                                you could also win a garden makeover
                                                                                                worTh r30 000. see pack for deTails or visiT
                                                                                                        www.fleurducap.co.za.




                             Terms and condiTions apply. compeTiTion closes 30 april 2011. sms’s charged aT r1,50 each.




                      Not for Sale to Persons Under the Age of 18.
                                                                                                                                                                     Fleur du cap iN maKro
an in-store prize - a Fleur du cap branded garden parasol - will be promoted via an in-store poster, shelf talker and neck-tags.
                                  to enter, consumers simply have to swipe their makro card.
                        in-store poster                                                                                                                                                                                      Neck tags                                                                                                                                                              shelf talker

                                                                                                                                                                                                                                                                                                                                                          Win a garden parasol WiTh
                                                                                                                                                                                                                                                                                                                                                                                      Buy a BoTTle of fleur du cap
                                                                                                                                                                                                                                                                                                                                                                                      and sTand a chance To Win.
                                                                                                                                                                                                                                                                                                                                                                             you could also Win a garden makeover WorTh r30 000.
                                                                                                                                                                                                                                                                                                                                                                                            see pack for deTails.


                                                                                                                                                                                                                                                                                                                                                                   compeTiTion open To all makro cusTomers over The age of 18 years. enTry is auTomaTic.
                                                                                                                                                                                                                                                                                                                                                                   for deTailed Terms and condiTions visiT WWW.makro.co.za. updaTe your deTails aT The
                                                                                                                                                                                                                                                                                                                                                                                           recepTion counTer in The main sTore.


                                                                                                                                                                                                                                                                                                                                                                               Terms and condiTions apply. compeTiTion closes 30 april 2011. sms’s charged aT r1,50 each.


                                                                                                                                                                                                                                                                                                                                                                                   Not for Sale to Persons Under the Age of 18.
                                                                                                                                TERMS AND CONDITIONS


                                                                                                                                                                                                                                                                                                                                                                                                                       odm screen
                                                                                                                        The competition is open to all South African
                                                                                                                        citizens who are over the age of 18 and have
                                                                                                                         a valid identity document. The competition




                                                                                                                                                                                                                                             Win
                                                                                                                       opens on 1 March 2011 and closes for entries
                                                                                                                        on 30 April 2011. The main prize is a garden
                                                                                                                        makeover worth R30 000. The in-store prize
                                                                                                                       is a Fleur du Cap branded parasol. Customers
                                                                                                                     can enter the competition by purchasing a bottle
                                                                                                                        of Fleur du Cap and SMSing ‘FDC’ and the
                                                                                                                            unique code on the neck tag to 33292.
                                                                                                                        Directors and employees of Distell Limited,                                                                         a garden
                                                                                                                                                                                                                                            parasol
                                                                                                                        their families, agencies, suppliers as well as
                                                                                                                         the family members, consultants, directors,
                                                                                                                            associates and trading partners of such
                                                                                                                        organisations, Makro employees and family
                                                                                                                       members, and those persons under the age of                                                                       With
                                                                                                                      18 are excluded from entering. Distell does not
                                                                                                                        accept any liability for claims of whatsoever
                                                                                                                     nature arising from this competition. The judges’
                                                                       Buy a BoTTle of fleur du cap or nominated agent’s decision is final and no
                                                                       and sTand a chance To win. The winners will be drawnentered into.
                                                                                                                             correspondence will be                                           BUY A BOTTLE
                                                                                                                                                      randomly and
                                                                                                                      notified by SMS or telephone. By entering the                         OF FLEUR DU CAP,
                                                                         you could also win a garden competition all entrants agree to be bound by                                         SMS “FDC” AND THE
                                                                             makeover worTh r30 000.                     these terms and conditions. The organisers                                                                         Buy a Bottle of
                                                                                                                       reserve the right to amend, modify or change                       UNIQUE CODE FOUND
                                                                          see pack for deTails or visiT                                                                                                                                      fleur du Cap,
                                                                             www.fleurducap.co.za.                    these terms and conditions at any stage during                       ON YOUR NECK TAG                                  SMS “fdC”, the
                                                                                                                       the competition. The prize is not transferable                                                                         naMe of the
                                                                                                                              and cannot be redeemed for cash.                            TO 33292, AND STAND
                                                                                                                                                                                                                                             Store and the
                                                                        compeTiTion open To all makro cusTomers Winners shall be required to be photographed                                A CHANCE TO WIN.                                  unique Code
                                                                       over The age of 18 years. enTry is auTomaTic.        for publicity purposes. Entry into this
                                                                         for deTailed Terms and condiTions visiT competition signifies that you abide by the rules,                                                                         found on your
                                                                        www.makro.co.za. updaTe your deTails aT          terms and conditions of the competition as
                                                                                                                                                                                                                                           neCk tag to 33292,
                                                                        The recepTion counTer in The main sTore.                                                                         GROW YOUR OWN HERB GARDEN                            and Stand a
                                                                                                                        outlined by Distell. SMS’s charged at R1,50                     USING THIS SEED PAPER NECK TAG.
                                                                                                                        each. The laws of South Africa govern these                                                                         ChanCe to win.
                                                                                                                                                                                         SEE INSIDE FOR INSTRUCTIONS.
                                                                                                                                     terms and conditions.
                                                                                                                                                                                                                                                You could also Win a
                                                                                                                                                                                                                                            garden makeover Worth r30 000.

                                                                                                                                                                                     TERMS AND CONDITIONS APPLY. COMPETITION CLOSES
                                                                                                                                                                                          30 APRIL 2011. SMS’S CHARGED AT R1,50 EACH.      Terms and condiTions apply. compeTiTion closes
                                                                                                                                                                                   VISIT WWW.FLEURDUCAP.CO.ZA FOR MORE INFORMATION.             30 april 2011. sms’s charged aT r1,50 each.
                                                                                                                                                                                                                                         VisiT www.fleurducap.co.za for more informaTion.


              Terms and condiTions apply. compeTiTion closes 30 april 2011. sms’s charged aT r1,50 each.

                                                                                                                                                                                      Not for Sale to Persons                              Not for Sale to Persons
                                                                                                                                                                                       Under the Age of 18.                                 Under the Age of 18.
            Not for Sale to Persons Under the Age of 18.




                                                                                                                                 Fleur du cap iN ultra liquor
     an in-store prize - a Fleur du cap branded garden parasol - will be promoted via an in-store poster and neck-tags.
    to enter, consumers simply have to sms “Fdc”, the location of the store and the unique code found on the neck-tag.
                                                                                                                                                 in-store poster                                                                                                                                                                            Neck tags




                                                                                                                                                                                                                                                           TERMS AND CONDITIONS
                                                                                                                                                                                                                                                   The competition is open to all South African
                                                                                                                                                                                                                                                   citizens who are over the age of 18 and have
                                                                                                                                                                                                                                                    a valid identity document. The competition




                                                                                                                                                                                                                                                                                                                                                                 Win
                                                                                                                                                                                                                                                  opens on 1 March 2011 and closes for entries
                                                                                                                                                                                                                                                   on 30 April 2011. The main prize is a garden
                                                                                                                                                                                                                                                   makeover worth R30 000. The in-store prize
                                                                                                                                                                                                                                                  is a Fleur du Cap branded parasol. Customers
                                                                                                                                                                                                                                                can enter the competition by purchasing a bottle
                                                                                                                                                                                                                                                   of Fleur du Cap and SMSing ‘FDC’ and the
                                                                                                                                                                                                                                                       unique code on the neck tag to 33292.
                                                                                                                                                                                                                                                   Directors and employees of Distell Limited,                                                                  a garden
                                                                                                                                                                                                                                                                                                                                                               parasol
                                                                                                                                                                                                                                                   their families, agencies, suppliers as well as
                                                                                                                                                                                                                                                    the family members, consultants, directors,
                                                                                                                                                                                                                                                       associates and trading partners of such
                                                                                                                                                                                                                                                   organisations, Makro employees and family
                                                                                                                                                                                                                                                  members, and those persons under the age of                                                                With
                                                                                                                                                                                                                                                 18 are excluded from entering. Distell does not
                                                                                                                                                                                                                                                   accept any liability for claims of whatsoever
                                                                                                                                                                                                                                                nature arising from this competition. The judges’
                                                                                                                                                                                                    Buy a BoTTle                                   or nominated agent’s decision is final and no
                                                                                                                                                                                                                                                        correspondence will be entered into.                   BUY A BOTTLE
                                                                                                                                                                                                   of fleur du cap                                   The winners will be drawn randomly and
                                                                                                                                                                                                                                                                                                             OF FLEUR DU CAP,
                                                                                                                                                                                                                                                 notified by SMS or telephone. By entering the
                                                                                                                                                                                                    and sTand a                                   competition all entrants agree to be bound by             SMS “FDC” AND THE                                   Buy a Bottle of
                                                                                                                                                                                                                                                    these terms and conditions. The organisers
                                                                                                                                                                                                   chance To win.                                 reserve the right to amend, modify or change             UNIQUE CODE FOUND                                     fleur du Cap,
                                                                                                                                                                                                                                                                                                                                                                 SMS “fdC”, the
                                                                                                                                                                                                                                                 these terms and conditions at any stage during             ON YOUR NECK TAG
                                                                                                                                                                                                                                                  the competition. The prize is not transferable                                                                  naMe of the
                                                                                                                                                                                                  you could also win a garden                            and cannot be redeemed for cash.                  TO 33292, AND STAND                                   Store and the
                                                                                                                                                                                                     makeover worTh r30 000.                      Winners shall be required to be photographed               A CHANCE TO WIN.                                     unique Code
                                                                                                                                                                                                   see pack for deTails or visiT                       for publicity purposes. Entry into this                                                                   found on the
                                                                                                                                                                                                     www.fleurducap.co.za.                      competition signifies that you abide by the rules,                                                               BaCk of your
                                                                                                                                                                                                                                                    terms and conditions of the competition as            GROW YOUR OWN HERB GARDEN                            neCk tag to 33292,
                                                                                                                                                                                                                                                   outlined by Distell. SMS’s charged at R1,50           USING THIS SEED PAPER NECK TAG.                          and Stand a
                                                                                                                                                                                                                                                   each. The laws of South Africa govern these            SEE INSIDE FOR INSTRUCTIONS.                          ChanCe to win.
                                                                                                                                                                                                                                                                terms and conditions.
                                                                                                                                                                                                                                                                                                                                                                    You could also Win a
                                                                                                                                                                                                                                                                                                                                                                garden makeover Worth r30 000.

                                                                                                                                                                                                                                                                                                       TERMS AND CONDITIONS APPLY. COMPETITION CLOSES
                                                                                                                                                                                                                                                                                                            30 APRIL 2011. SMS’S CHARGED AT R1,50 EACH.        Terms and condiTions apply. compeTiTion closes
                                                                                                                                                                                                                                                                                                     VISIT WWW.FLEURDUCAP.CO.ZA FOR MORE INFORMATION.               30 april 2011. sms’s charged aT r1,50 each.
                                                                                                                                                                                                                                                                                                                                                             VisiT www.fleurducap.co.za for more informaTion.


                                                                                                                                       Terms and condiTions apply. compeTiTion closes 30 april 2011. sms’s charged aT r1,50 each.

                                                                                                                                                                                                                                                                                                      Not for Sale to Persons                                 Not for Sale to Persons
                                                                                                                                                                                                                                                                                                       Under the Age of 18.                                    Under the Age of 18.
                                                                                                                                  Not for Sale to Persons Under the Age of 18.




                                                                                                                                                                                                   trade iNceNtive
    one ultra liquor operator, and two independent outlets (1 X maluse, 1 X mike) will each win a Breville espresso Bean
                       to cup machine, as well as a 1kg bag of organic espresso Blend worth r7 000.




                                                                                                                                                                                                                                        chaNNels
                                                                                                           the promotion will be national, through the following outlets:
                                                                                                                                                                                       makro – 14 stores
                                                                                                                                                                                    ultra liquor – 18 stores
                                                                                                                                                                            all national off-con outlets - 159 stores
                                                                                                                                                                                  total - 191 in-store displays

                                                                                                                                                                                                                                        targets

				
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