RGBC, one of South Africa’s largest distributors of premium alcohol brands, has appointed Johannesburg-based strategic communications and marketing agency, Stratitude, to promote Wixworth Gin’s new positioning.

Wixworth was launched to market in 2017 as a renosterbos-infused dry gin. The gin gained popularity for its traditional, yet distinctive, dry gin taste, making it a stand-out choice for gin drinkers in a market flooded with craft gin varieties.

‘Be a classic’ emphasises the significance of being yourself and doing things your way when everyone else is trying to fit in. When people try Wixworth, they love it for the way it is – a classic dry gin – no frills or fuss. This is the message that the brand wants to convey with the new positioning.

“Wixworth Gin is a brand with distinction. It was originally created by exploring various recipes for a classic dry gin. We didn’t want to follow trends. We wanted to create something that was special to us and that was true to what we love – our country, our people, and our way of life. We married renosterbos with a formula that has been around for centuries to create a classic dry gin and a recipe that we could call our own”, says brand manager for Wixworth Gin, RGBC, Zonja Penzhorn.

Penzhorn points out that Stratitude was a perfect fit for the brand: “We appointed Stratitude because they instantly understood and embraced our brand and positioning. They are a humble group of people who celebrate each other’s uniqueness and want to make a real impact. It’s what makes them original”.

Stratitude managing director, Sylvia Schutte, had this to say about working with the RGBC brand: “Wixworth is a really great brand with a unique story, and a perfect brand-agency match. We jumped at the opportunity to work with people who share the same ethos as us, and are thrilled to be able to drive the brand forward in its new era”.

Wixworth Gin is handcrafted in South Africa from six botanicals and made according to its own recipe. The Classic Wix & Tonic is its signature serve that can be enjoyed anywhere, anytime. It is garnished with a wheel of lime (not the conventional lemon), which instantly enhances Wixworth’s natural orange peel flavours.

Visit www.wixworth.com for more about Wixworth Gin.