Through this new partnership, the global brewers will collaborate with the award-winning creative agency to establish and grow its international brands in South Africa.

“We are excited to be working with King James as our key partner on global brands, going forward. The team has a passion and great understanding of what we are wanting to achieve, and together we can create great excitement in the beer category in South Africa and Africa,” says Alastair Hewitt, brand director of High End and Global Brands at AB InBev.

“King James was founded on a liquor brand, and since then much of the work we are most proud of was done in the category. So yes, the prospect of working on such extraordinary beer brands as these has us absolutely salivating,” adds Alistair King, chief creative officer of the King James Group.

Chief executive officer of the King James Group, James Barty, concludes, “King James has proven its ability to shape local brands, as well as give global iconic brands local relevance. This opportunity gives us an exciting new challenge to continue our contribution to stand-out work in a category we love working on.”

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