Olivia Attwood is marketing her new canned cocktail brand, Savano, as a personal creation. However, reports indicate the company is actually a rebranding of a business established over a decade ago.
From James Kerslake's 2010 startup to Savano's relaunch
Savano is a rebranded version of Tom Savano Cocktails, a company that was originally founded in 2010. While Attwood has told her followers that she created the brand just two months ago, the original business was established by James Kerslake. Kerslake, who was working in investment banking at the time, developed the concept to bring premium cocktail experiences directly into people's homes.
The original product range from the Tom Savano era included staples such as the Margarita, Mojito, and Caipirinha. As the report notes, many of these classic flavors have transitioned directly into the new Savano lineup. This includes the Hot Honey Margarita, a flavor that was specifically released under the Tom Savano name earlier in 2024 before the rebranding took place.
Babco International's acquisition of the Tom Savano recipes
Babco International acquired the recipes and licensing for the cocktail line in February 2024 for an undisclosed sum. This firm is an established player in the beverage industry, already managing brands such as Neptune Rum and Tofka Vodka. Following the acquisition, the company gave the existing business a high-glamour makeover to appeal to a new demographic.
Olivia Attwood became the majority stakeholder during this transition, which allows her to act as the face of the operation. The current Savano range, which features drinks like the Moscow Mule, is positioned as a premium offering and is priced at £25 for a pack of six.. According to the source, this acquisition provided the foundation for what Attwood now calls her "baby."
The South London rooftop stunts and Marvin Humes launch party
Olivia Attwood has utilized high-profile social media stunts to promote Savano to her massive audience. These marketing efforts have included a provocative photoshoot on the rooftop of her South London penthouse and appearances in sheer outfits while carrying the product.. even her recent public appearance with boyfriend Pete Wicks featured a Savano Moscow Mule to ensure the brand remained central to her personal narrative.
A major launch party was held to celebrate the brand, featuring a performance by DJ Marvin Humes. The event included various brand-centric activities, such as a tattoo artist and goodie bags filled with Garnier products . In a significant display of brand loyalty, Attwood even had the "Savano" name tattooed on her arm in red ink to cement her connection to the project.
The 'year in the making' claim vs. a 16-year history
There is a notable discrepancy between Attwood's public statements and the actual timeline of the brand's development. In interviews with publications like Bar Magazine, Attwood has described the transition from brand ambassador to founder as an exciting new chapter. However, she has also described the drinks as having been "a year in the making ," which contradicts the 16-year history of the underlying recipes.
Several questions remain regarding the transparency of this rebranding process. it is unclear how much of the brand's "creation" involved original recipe development versus the strategic repackaging of Kerslake's original work.. Additionally, the source does not clarify if the original founder, James Kerslake, maintains any role in the current management of the Savano brand under Babco International.
Comments 0