The Professionals

An Industry Titan and Marketing Dragon

Chris Parkes has over forty five years of experience in the marketing and drinks industry. Eight years in the UK , plus his own partnership in Covent Garden, London. Clients included, American Express International Dollar Card & Travelers Cheques. .

Fifteen years in South Africa working on international brands, gaining massive experience working with brands such as Unilever, Van der Burgh, Standard Bank, SA Breweries and many others.

Later he moved to Madagascar where he set up an ad agency, and an import export company. This proved to be highly successful with the country’s top companies such as the breweries and Tobacco company of Madagascar becoming long term clients.

In 1996 Chris was introduced to Nigeria. His role as Managing Director of Tequila Nigeria was to build a successful direct Marketing Agency. Chris built the agency to become the largest direct marketing business in Nigeria. His marketing background attracted major multinationals across all sectors.

Chris Parkes Marketing Solutions (CPMS Africa) was established in July 2002.

British American Tobacco worked with Chris for fifteen years establishing on trade business partners with a target to grow dedicated/exclusive outlets for the BAT Brands. Also, responsible for managing the on trade sales team for BAT for two years.

Guinness worked with Chris to launch and market FES (Foreign Extra Stout),Harp Lager, Satzenbrau, and Malta Guinness for over twelve years. Working both on and off trade building relationships and new channels for them.

Nigerian Breweries Plc,  became a new client in 2014 with Chris marketing Star lager Amstal Malta and Gulder Lager. Again working both on and off trade for almost four years before SAB Miller asked Chris to become one of their key agencies.

SAB Miller worked with Chris on Trophy and Hero up to the takeover by AB in BEV.

Distell South Africa started its Nigerian presence with the launch of Amarula in 2001. After a weak start they called Chris and this long relationship, 14 years, worked well for them. Chris grew the brand from being just one Amarula for every 6 Baileys sold to being on par at 1 on 1 by 2012. No advertising just dedicated BTL and trade activations and incentives.

Chris also worked on all of Distell’s other brands including launching JC Le Roux sparkling wine, a number of their specialist wines, Drostdy Hof, Knights whisky, Bisquit Cognac and many others over time.

Over the years CPMS Africa has become very involved with managing various government projects. Now the time has come to separate drinks and Government.

The story continues and today Punch Marketing has been established dedicated to his drinks business. He is responsible for the growth of Label 5 Blended Scotch whisky. Importing the first container in May 2019 and then five in 2020 even with the problems of Covid 19. Now in 2021 we have received 7 containers with a further 5 on order.

Lot’s of on trade work but just as importantly, lot’s off trade incentives and activations. The brand is stocked by Shoprite, Spar and many independent supermarkets and on trade in hotels, bars and restaurants around the country.

He has just created his own Cognac working with a major cooperative in France. The brand has gone through Nafdac registration now and was launched in June 2021. It is an amazing Cognac! Orders taken at the launch and a streamlined distribution channel mean that many more containers have been ordered throughout 2022.

The focus for Chris is to create an exclusive and dedicated drinks business that delivers results on ROI and at the same time, establishes and builds on quality brands that the consumers want. Brands the trade are encouraged and happy to get behind.