South Africa's biggest producer of wines and spirits, Distell, has asked its long-standing business partner, FCB South Africa (Cape Town), to take over the marketing communications programme supporting its premium whiskey brand, Glenfiddich. According to Group Account Director on the Distell business, Marius Schreuder, the initial focus will be the development and implementation of a customer relationship management strategy utilising the CRM capabilities of loyalty programme and one-to-one specialist agency, FCBi, but could extend to include additional below-the-line and above-the-line elements in time to come.
