Heineken Beverages and Red Star have announced the extension of the Red Star global contract, which has resulted in Red Star South Africa being awarded the Heineken Beverages media strategy, planning and buying mandate across their brand portfolio in South Africa. The partnership is effective as of January 2024.
"We are immensely grateful to the teams at Essence MediaCom, Publicis Media, Singh & Sons (Pty) Ltd, Accenture Song and Hoorah for their wonderful partnership and stellar media strategy, planning and buying work that has delivered brilliantly for the Distell brand portfolio over the past few years," says Sharon Keith, marketing director at Heineken Beverages.
"We look forward to partnering across the Heineken Beverages portfolio with Red Star, building on the strong relationship we have established in the beer business," adds Keith.
The brand says that following the recent integration of Heineken South Africa, Distell Group Holdings Limited and Namibia Breweries Limited, Heineken Beverages goes "beyond beer" with the company boasting a multi-category portfolio including:
- wine
- spirits
- ciders, and
- FABs.
Bradley Hall, managing partner at Red Star SA, says, "This exciting alliance expands our horizons, incorporating a diverse portfolio ranging from ciders and FABs to spirits and wines — seamlessly complementing our established expertise in beer."
"The growth from a beer portfolio of four brands to a multi-category portfolio of over 24 brands creates an exciting canvas for our talented and dedicated team to push the envelope from a media perspective, with the added benefit of tapping into a network of specialists, capabilities, products and tools across Red Star worldwide," adds Hall.
"With this responsibility of being the media custodians for the broader Heineken Beverages portfolio, Red Star SA is perfectly poised to steer a course for growth across South Africa and beyond," Hall concludes.
For more information, visit www.heinekenbeverages.co.za. You can also follow Heineken Beverages on X.