Distell calls on DraftFCB to raise Savanna cider profile

Distell, the South African drinks company, has appointed DraftFCB to handle the advertising for its premium cider brand, Savanna.

DraftFCB is understood to have been tasked to relaunch the cider brand with a multimillion pound campaign later this year, which is expected to include television. It will also handle trade advertising, including pushes to retailers and wholesalers.

It is thought Distell is keen to exploit the UK’s growing premium cider market, fuelled by rival Bulmers and Magners brands, who have heavily invested in advertising over the past two years.

Savanna was first introduced in the UK about five years ago for the expatriate South African community. It has since secured listing in supermarkets, including Sainsbury and is sold at Portuguese-style chicken restaurant Nando’s.

It is drunk from the bottle with a wedge of lemon in the top, rather than in a glass over ice, and previous marketing has focused on this.

Distell appointed Mangotree Marketing to create the first UK advertising for Savanna in August 2006 (MW August 31, 2006).

The alcohol company and UK distributors Babco are thought to be increasing marketing spend to raise the brand’s profile. It is not known if the incumbent was invited to pitch.

Savanna is the leading brand in the flavoured alcohol beverage sector in South Africa and also has strong sales in Italy and Germany.

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