Distell awards its communications business to WPP

Following a competitive pitch, the alcoholic beverages company Distell has selected WPP as its global partner agency.

Distell produces, markets and distributes a diverse portfolio of award-winning global and multi-country brands within the ready-to-drink (RTD), cider, wine and spirits categories and is acknowledged as the second largest cider producer in the world.

WPP will be responsible for Distell’s Tier 1 brands, including Savanna, Hunter’s, Hunter’s Edge, Viceroy, Amarula Cream, Bain’s Cape Mountain Whisky and Scottish Leader.

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

Led by Paul Jackson, CEO of Team Liquid, the team will be based in Johannesburg and draw on expertise from across WPP’s global network as Distell continues to build its international consumer base.

Donovan Hegland, Distell Global Marketing Director, said: “We have world-class, award-winning brands with ambitions to expand globally and are extremely excited to be partnering with WPP on this new journey. This was a rigorous process and the quality was of an incredibly high standard, but ultimately we were unanimous in appointing WPP, who approached the brief with a great deal of creativity, expertise and passion.”

Mark Read, CEO of WPP, said: “We are delighted to have been appointed Distell’s lead creative partner in Africa and key international markets as they look to reshape their marketing strategy. 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.”