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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here