Wine producer Distell selects WPP as global partner agency

SOUTH AFRICA – South Africa based wine and spirit producer, Distell Group limited, has selected WPP’s Team Liquid, a global holding company, to manage the full spectrum of its marketing communications on its global portfolio of brands.

WPP, a British multinational advertising and public relations company will be responsible for seven of Distell’s most prestigious global brands, including Savanna, Hunter’s, Hunter’s Edge, Amarula, Scottish Leader, Bain’s and Viceroy.

Delivered by Team Liquid – WPP’s agency solution for Distell – the portfolio will cover strategy, creative, digital, social, media, public relations, influencer and in-store.

Paul Jackson, Chief Executive Officer Team Liquid, will lead the group operating from Johannesburg to device expertise from across WPP’s global network as Distell aims to build its international consumer base.

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Andre Beyers, Distell Marketing director Africa said that the move seeks to enable Distell blend in with the dynamics in the global marketing communications as part of its marketing strategy.

Speaking after the announcement, Donovan Hegland, Distell Global Marketing Director said: “As a company with a wide portfolio of world-class, award-winning brands and ambitions to expand globally, we are extremely excited to be partnering with WPP on this new and exciting journey.

The selection process was rigorous and the quality of presentations was of an incredibly high standard. Ultimately the team was unanimous in appointing WPP, who demonstrated a great deal of creativity, expertise and passion.”

Mark Read, CEO of WPP, said that the group is committed to utilise its expertise in reshaping and driving Distell’s market strategy both in Africa and at the international markets.

“Ideally placed to deliver on Distell’s global growth ambitions, WPP’s Team Liquid is an integrated, bespoke solution that brings together the very best talent from across our agencies, markets and disciplines,” Mark Read added.

The selection process, which had attracted a total of six global holding companies, focused largely on the model used to manage the Distell business.

Following the selection, WPP Team Liquid will is expected to commence its transactions on 1st May 2019 after a formal handover process and on-boarding of the teams into the new model and ways of working.

Distell produces, markets and distributes a portfolio of globally recognized brands within the cider, wine and spirits categories and is acknowledged as the second largest cider producer in the world.

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