Amarula, FCB Africa fight ivory trade; SA’s first craft-gin club, The Gin Box; and eBay partners with Mall for Africa — Cheryl Hunter’s weekly pick!
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: Amarula’s R25m, 25-year celebration; Pick n Pay supports WDC2014 with design deal; Barista Chardonnay 2013 launches; and Melrose Arch has a designer Man Cave!
by Herman Manson (@marklives) Amarula, the cream liqueur owned by Stellenbosch based Distell, has in recent years emerged as a global brand name that is achieving ongoing growth in numerous key markets including Brazil and Angola. Few consumers would guess that the brand launched in 1983 as a clear spirit with an alcohol content closing in on the 40% mark.
Distell was looking for indigenous ingredients with which to compete in a market which had just gone crazy for fruit flavoured liqueurs which ranged from strawberry to peaches to litchi. It picked the fruit from the Marula tree. The clear spirit was of middling success.
Six years later the cream liqueur we know today was launched. The lower alcohol content produced a softer taste and opened it to a wider audience. By 1991 it was being exported to the Netherlands and given an international brand focus. Today it’s exported to over a 100 markets.
Drinks International, a magazine devoted exclusively to the global spirits market, this year ranked Amarula as one of its fastest growing global brands at a time when rival Baileys (the biggest selling cream liqueur brand globally) experienced “sluggish growth” as did the number two cream liqueur brand De Kuyper which experienced a decline in its main US market. The Brazil, Paraguay, Uruguay triangle makes up its second biggest market for Amarula after South Africa and is followed in turn by Angola.
We’ve created a table of independent creative agencies in South Africa. Listings are voluntary and made directly by the agencies involved.
by MarkLives. Grey Africa has appointed Dallas Glover as MD of WPP’s bespoke agency for Distell, Liquid.
by Herman Manson. The former Leo Burnett South Africa CEO/CCO and OwenKessel co-founder is now leading creative at WPP’s bespoke agency for Distell.
by Herman Manson. We list the most-read-about account pitches and new business wins on MarkLives during the course of 2019.
by MarkLives. Publicis Groupe has been appointed to the second tranche of Distell brands.
by Herman Manson. Distell has consolidated and awarded its account to a new WPP bespoke agency led by Fran Luckin and Paul Jackson.
by MarkLives. The IAB SA has announced the winners of the 2018 Bookmarks Awards. Congrats to all.