Edrington Africa, supplier of some of the world’s best-loved whiskies, has appointed Avatar CPT as its agency of record.

The win will see Avatar CPT become the agency of record for two of Edrington Africa ’s premium brands, The Macallan and The Famous Grouse.

Edrington Africa is focused on becoming a leading super-premium whisky supplier in Africa’s leading cities.

The company has a strong track record of investing in both consumer marketing and operational assets to bring those brands closer to consumers.

“As the impact of the ongoing pandemic on the global beverage alcohol market continues to come into focus, we have the enviable task of shaping how the brands will communicate with South African consumers,” said Veli Ngubane, Chief Creative Officer of Avatar Agency Group. “For us, this means we have to actively listen to the market.”

“This is the first time the brands will be localising work for local markets, we are excited to be playing our part as the Avatar Cape Town in creating new job and freelance opportunities in this difficult time.”

Avatar CPT will develop through-the-line campaigns for the brands’ high-growth markets. Priorities include a new campaign idea and collaborative campaigns across several communication channels.

Bonolo Tamenti, brand manager at Edrington Africa said: “We are very excited about the partnership between Edrington Africa and Avatar Cape Town. We are confident that the partnership will bring to life our local vision, address our target consumers with locally relevant and insights driven content.  This direction is important for The Macallan and The Famous Grouse brands as it aims to drive a positive shift in brand equity and maximise available commercial opportunities in the market.”

According to an ISWR market research, COVID-19 has brought about new consumer patterns Premium-and-above spirits are forecasted to increase their global volume market share to 13% by 2024 as consumers continue to favour quality over quantity, including cocktails and high-end sipping spirits.

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