Distell tops up successful agency relationship

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Distell, the international wine and spirits brand, has topped up its global and regional relationship with South African advertising agency, TBWA\ Hunt\ Lascaris\ Johannesburg.

The Stellenbosch-based alcoholic beverages group recently awarded the agency global responsibility for Black Bottle advertising, to add to the regional responsibility it holds for this premium blended whisky.

The Johannesburg team already handles both global and regional advertising for Scottish Leader. Both brands are produced by Burn Stewart Distillers, part of the Distell Group since 2013, and are based out of Scotland.

Over the last year, Africa’s leading producer and marketer of spirits, wines, ciders and ready-to-drinks has also entrusted the agency with the advertising accounts for Klipdrift, its flagship brandy brand, JC Le Roux, Distell’s leading sparkling wine range, Nederburg, the biggest South African fine wine brand worldwide as well as Fleur Du Cap wine and Van Ryn’s Brandy.

Dave Carruthers, Distell Global Marketing Director, commented: “We are happy to add to the portfolio of brands that TBWA already handle.  From conceptual stage through to strategy implementation, the team has consistently demonstrated a deep understanding of the dynamics of luxury brands, as well as our more scaleable brands.  They also understand the need to establish and maintain premium positioning in an intensely competitive marketplace.  Their ability to produce quality work at pace is an additional asset.”

In the implementation of global strategy across a broad mix of communication disciplines the Johannesburg agency is supported by the worldwide TBWA\ Group.

Danni Dixon, managing director of TBWA\ Hunt\ Lascaris\ Johannesburg, noted: “We’re delighted by the latest expression of trust by our clients at the Distell Group. All brands are category leaders and have exceptionally strong positions in national markets around the word. For example, Nederburg is represented in 84 global markets.

“Being entrusted with the advertising of such a broad range of alcoholic beverages in so many markets is an exciting challenge as we have to produce impactful disruptive work that resonates with extremely discerning consumers.

“We’re grateful for the opportunity to work for iconic South African and international brands in an environment where world-class quality standards are demanded every step of the way.”

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