Ideate

1 min. with a Superhero: Dannon Cook of Cook Kikillus

by Fred Roed on 10/03/10 at 11:51 pm
2 comments

Today, we’re chatting to Dannon Cook, the co-founder of Cook Kikillus, House of Premium, the sole distributors in South Africa of some of the world’s most famous alcoholic beverages.

Dannon, how did you get into the business of booze?
Well, if you enjoy a party, you might as well have your own “booze” business. I have been in beverage industry for many years, firstly in the restaurant and bar industry and then mainly when I was part of Red Bull launch team in SA in 1997. It is coincidental that all our brands are alcoholic at present because if we were offered any premium brand we would entertain it due to our strength lying in building these types of brands.

On that note, you distribute one of the world’s most iconic brands, Corona – how has the take up been in South Africa since you relaunched it on our shores?
Due to Corona being a super-premium priced brand in SA, your consumer base is always niche. Once we found the right opinion leaders, as well as affiliated with great events, sales started to rock – 2009 was 50% up on 2008 and last 3 months have enjoyed growth of close to 200% on same period last year.

So, in your previous life, you were involved in bringing Red Bull to SA… how did that experience help you with the day-to-day runnings of your current venture?
Red Bull is a phenomenon and was 10 of the best years of my life. Red Bull was my University Honours for the Beverage Industry. It is one of a kind and will remain that way for a long while still. Being a Director of a company can only prepare you for so much. Having your own business is a different ball game, but one my business partner Marais Kikillus and myself love.

Is it tough being in such a competitive environment, risking being trodden on by elephants such as SABMiller, BrandHouse, Distell, etc – ?
That is what they are, Elephants! Too slow to react and who have forgotten the small things. Jokes aside, we have the highest respect for the aforementioned companies. They are Internationally respected companies and we have and can learn from them. Our main focus is super premium brands, which is a small niche market, but with lots of disposal income. We also ensure that being the “small guys” we react quickly and find the “star” opportunities.

You’re about to launch two more world-famous brands into the SA market – can you let the cat out the bag and tell us a little about them?
We are proud to announce that CK House of Premium have just secured the agency for Armand De Brignac Champagne, Armand de Brignac. Rated the world’s No.1 Champagne, De Brignac is followed by heavyweights such as Dom and Mumms. It is a truly special Champagne. We will also be launching Vivus Vodka and Corrido Tequila by end April 2010, which have both one world awards for taste and packaging.

Thanks Dannon for sharing some insight into the fabulous world of the liquor industry. You certainly are raising the bar with those awesome brands. We’ll be watching with baited breath.

Fred Roed is the marketing guy in the Ideate crew. Fred is the CEO of web marketing company World Wide Creative and the co-founder of online learning portal Heavy Chef. Fred loves writing about people out there doing marketing right. Follow Fred on Twitter here. View more articles by Fred Roed.

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