Laduma Ngxokolo, founder of Maxhosa, will be part of the creative takeover that Bombay Sapphire has in store for the South African market via its Stir Creativity project.
Bombay Sapphire, a premium gin brand, launched its Stir Creativity campaign in South Africa. After successful launches in Berlin, Milan, Paris and Athens, the brand had an exciting announcement for their South African customers.
Who is Laduma Ngxokolo
Laduma is a South African textile and knitwear designer. He is best known for his men’s knitwear range inspired by traditional Xhosa beadwork. However, items such as rugs, home decor elements, and iPhone cases are also included in the Maxhosa range.
He has received numerous global accolades, such as winning the South African national leg of the South African Society of Dyers and Colourists (SDC) Design Competition, as well as the 2015 Vogue Italia Scouting for Africa prize.
Laduma has received numerous other achievements and has established a following in South Africa, London, Paris, Amsterdam, Oslo, Berlin and New York.
Speaking at the event, Laduma said he is looking forward to seeing how “South African audiences engage with the many surprises” they have in store during the next 12 months. He says we can look forward to,
“…creative collaborations, online activations, in trade campaigns, limited edition packs and so much more.”
To introduce the idea of “stirring creativity” to the South African market, Bombay Sapphire encouraged guests at the Johannesburg event to create work of arts by painting on blank Maxhosa prints.
Guests were also invited to explore their creative potential by designing their own cocktails using Bombay Sapphire gin, edible paint and fresh botanicals.
Why does Bombay Sapphire use artists to inspire their creativity through gin? Francois Portier, Area Director for Bacardi in sub-Saharan Africa, explains:
“Because gin drinkers are naturally inclined towards creativity, Bombay Sapphire is giving guests the chance to experiment with their favourite gin in a creative way and come up with something inspirational and delightful in the process.”
The South African market
We also had the opportunity to speak to Beate Sifkovits, Bacardi’s Customer Marketing Manager, about market trends, the South African market and the Stir Creativity campaign.
According to Sifkovits, Bombay Sapphire has really been “driving the gin growth across the world and has contributed to the gin category more than any other brand.” She adds:
“As a trend, you can see many small craft gins popping here, there, and everywhere. But we also see that people more and more rely on the reliability of a brand that has been around so long and been consistent.”
As for the Bombay Sapphire’s future market strategy, Sifkovits said they “have a full program for the whole year”. We can expect to see Bombay Sapphire “in bars; and outside bars, we have activations planned which will help the brand stand out” in a saturated market.
Let your imagination run wild
She sums up the reasoning behind the Stir Creativity campaign:
“Creativity is all about expressing yourself and really going back to your roots of being a human and being creative. You’ve probably over the course of growing up, and the confines of society learned to suppress that. So, it’s about reconnecting with your creative potential and bringing that to life. “
A very inspiring thought indeed. She explains that you “can start with very little”. One doesn’t “necessarily need to be an artist to be creative or creative a piece of artwork.”
As for Bombay Sapphire’s collaboration with Laduma, Sifkovits assures us that it will open the door for other South African artists:
“We are at the beginning stages, and this is the first year of activating this, but we will be working also with upcoming artists and give them an opportunity to drive their potential and boost their career.”