Launches Campaign to Promote Distinguished International Product Line Among U.S. Trade and Consumers
NEW YORK, September 28, 2015 — Distell USA Inc., a subsidiary of Distell Group Limited, South Africa’s leading producer and marketer of wines, spirits, ciders and RTDs, today announced the launch of a new campaign to promote several of its distinctive brands to the U.S. market. Proudly offering some of the most loved and appreciated brands around the world, the campaign will engage American trade and consumers with story-driven messaging in order to build upon Distell’s global success following a 10.4% increase in total revenue for the most recent fiscal year (June 2014-2015).
To execute the integrated communications campaign, Distell has retained Colangelo & Partners, a NYC-based wine and spirits integrated communications agency. The campaign will highlight the rich heritage and global reach of Distell’s differentiated alcoholic beverage brands through media relations, trade outreach, events and tastings.
Beginning this fall, the campaign will kick off with launch support for several of Distell’s high-end offerings, including Nederburg Wine, Bain’s Cape Mountain Whisky, Black Bottle Scotch and the super-premium Angostura No. 1 Once Used French Oak, the newest limited-edition release from the iconic bitters brand, The House of Angostura.
“Distell has achieved longstanding success with our premium brands on an international stage, and we’re excited that American trade and consumers will now also be able to experience the level of quality and overall value that South Africa has to offer,” said Cary Kurz, President of Distell USA. “We’re confident that Colangelo & Partners will effectively leverage its proven knowledge and understanding of the South African cultural and beverage landscapes to help our distinguished portfolio resonate with American drinkers.”
About Distell Group Limited and Distell USA, Inc.
Distell Group Limited is Africa’s leading producer and marketer of spirits, wine, ciders and ready-to-drinks. The Distell portfolio includes South Africa’s most popular wine and spirits brands including Amarula Cream and Two Oceans. With a differentiated brand and product portfolio, including Scotch Whiskeys and French Cognacs, the Distell portfolio has received global recognition from critics and consumers. The Distell team is comprised of a diverse pool of talented professionals around the world, including master distillers and award-winning winemakers. Based in New York, Distell USA, Inc. works to distribute and promote a selection of Distell brands throughout the U.S.