On 29 April Daiei supermarket group launched 29 Made For Meat, a new wine from South Africa.

The brand was created through a collaboration between Diverse Flavours and Suntory, following the requirements of both the retailer and consumer. The project had been in the development stages for almost a year.

The concept: A wine that perfectly pairs with eating meat in both taste and packaging presentation.

To-date the feedback from Daiei and their consumers has been very good. Daiei backed up the launch with wine and food pairing events run by a famous TV personality, competitions and large and small format displays in store.