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⇢ House of Hlela
CASE STUDY: Bringing a South African royal wine brand to the European market—from zero to premium
About House of Hlela
House of Hlela Royal Wines is the European representation of Bukhosi and Delisa wines—produced at Groot Droom Royal Estate, a family winery owned by H.R.H. Princess Ntombifuthi Zulu of South Africa. The brand is led in Europe by her niece, Gugulethu Hlela, who carries both the heritage and the ambition of bringing exceptional South African royal wines to a new continent.
The story behind the brand is rare: three generations of women in wine, rooted in Zulu royal tradition, now reaching European tables. The challenge was making sure that story landed with the weight it deserved.
Die Herausforderung
Entering the European wine market as an unknown brand—however exceptional the product—requires more than good wine. It requires a clear positioning strategy, a credible digital presence, and a go-to-market approach that speaks to the right buyers: sommeliers, specialty wine stores, and premium consumers who value provenance and story.
Gugulethu had the product, the story, and the drive. What she needed was a complete strategic and marketing foundation built from scratch.
First strategy session with Gugulethu at the Markthal in Rotterdam
What I delivered
This was a full-scope engagement—from brand strategy through to execution across every channel.
Brand positioning & GTM strategy Defined the brand’s positioning around three pillars: luxury, exclusivity, and South African royal heritage. Developed a GTM roadmap prioritizing the Dutch and Belgian markets, with a multilingual approach (Dutch/English) and a clear sequencing of channels and partnerships.
Website strategy & build Designed and built the e-commerce website—structuring the user experience around the brand story and optimizing for premium conversions. The royal heritage narrative was woven throughout, connecting Gugulethu’s identity as a Zulu princess’s niece to the product itself.
Social media strategy & execution Developed a content strategy for Instagram and Facebook built around storytelling, cultural pride, and wine education. Created content pillars, engagement hooks, and a posting cadence that built early buzz and community.
Paid media — Meta, Google Shopping & Merchant Center Built and ran targeted ad campaigns across Meta and Google—including Google Merchant Center and Shopping Ads—driving website traffic, online sales, and key partnerships with sommeliers, wine stores, and trade shows across the Netherlands.
Schlüsselergebnisse
- Brand launched successfully in the European market with a clear premium positioning
- Paid campaigns generated website traffic, online sales, and partnerships with sommeliers and wine stores
- Trade show presence established the brand as a credible premium player in the Dutch market
- Google Shopping and Meta Ads activated a consistent pipeline of online orders
Client feedback
“As a “first-timer” on social media I was looking for a reliable consultant who could convey my vision into a plan and help me with exploring the market for my wine business. I found Priscila! Passionate and creative. Thinking with me, without missing a detail. Flexible, reliable, and accurate with a no-nonsense attitude, always looking out for me. As a result, she made a strategy for how to get maximum exposure for my brand & company out there on the net. Priscila built up my whole marketing from scratch! If you need a marketing & brand specialist? Priscila is your ‘go-to’ girl.”
Gugulethu Milovanović (Hlela)
Ready to build your brand from the ground up?
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