The 12-month arrangement marks the first appearance of Kumala on TV and a change in the brand's marketing strategy. Although Kumala has already established a position as the bestselling South African wine brand in the UK, the aim is to extend its appeal outside of its primary ABC1 customer base.
Western Wines hopes the wide demographic audience for ITV2's movies will expose the brand to a new audience.
The movie strand will broadcast more than 100 films this year, including box-office successes such as Gone In Sixty Seconds, Mission: Impossible II and Runaway Bride.
The deal was negotiated by MediaCom's specialist SponsorCom division with Carlton Sponsorship.
Western Wines marketing manager Paul Sullivan described Kumala and ITV2 Movies as a good fit: "It's the perfect invitation to sit in front of the telly enjoying a bottle of Kumala."
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