Why Olivia Attwood’s controversial booze brand is in hot water AGAIN
OLIVIA Attwood has a lot to celebrate – she has cracked the luxury drinks market. Her booze brand Savano is now being stocked in Selfridges as part of a seven figure acquisition.
But we can reveal that behind closed doors, the 35-year-old has found herself in hot water after the truth about the brand was revealed.
The reality star has been subject to complaints to the advertising watchdog ASA for glamorising smoking and drinking in controversial ads.
This summer, Olivia launched Savano, marketing it as a premium, ready-to-drink canned cocktail brand.
Promoted heavily across her Instagram and TikTok to her 3.2 million followers, Savano was positioned as the ultimate beverage accessory, inspired by Olivia herself.
Fans have naturally rushed to support what they believed was Olivia’s brand-new, ground-up entrepreneurial venture.
But there was one crucial piece of information that some followers felt Olivia had withheld.
Savano is not an entirely original creation dreamt up by the reality star. Instead, it is actually a strategic relaunch of an already existing product line called Tom Savano.
And we can reveal that she has gone a step too far when it came to pushing the product – the Advertising Standards Authority received a number of complaints over two social media posts which they said made out smoking was cool and alcohol has “therapeutic qualities”.
A celebrity endorsing a product on Instagram is obviously allowed, but they have to make it clear that it is a paid-for advert and usually use the hashtag #ad.
Even after the ASA complaint involving her ‘informally resolved’, Olivia has still got posts up without the #ad hashtag.
In one post, she’s seen crouching down next to a pool with a can of Savano, captioned: “wtf my horoscope keeps telling me to go off the rails”.
While in another, she’s sunbathing on a luxury yacht with another can in her hand.
Plus, one shows her in a bikini with just her cleavage and bikini top showing with a Savano can in front and the caption saying: “Boating with my baby @savano”.
A spokesperson said ASA was forced to intervene for this glamorisation.
A statement said: “We received complaints about two Instagram posts on Olivia Attwood’s account promoting Savano drinks.
“The complainants challenged whether the posts were irresponsible by glamourising smoking, implying that alcohol had therapeutic qualities and encouraging styles of drinking that were unwise.
“They also challenged whether the posts were obviously identifiable as ads.”
As Olivia was compliant with ASA, the situation was “informally resolved” without any further action.
A statement added: “We approached the advertiser about the issues that had been raised and they agreed resolve these issues without being subject to a formal ruling.
“Because of this we closed the case informally, without the need for a formal investigation.”
Olivia has even roped new man Pete Wicks in to help plug the brand – she shocked her followers as she posted images of herself with her legs wrapped around him – with a Savano in hand.
An insider commented: “It was a masterclass in marketing. Olivia is being as open as ever with her life and is being very business savvy at the same time.
“Some people might find it a bit icky that she’s using her new romance to promote her brand, but it just makes sense for her.”
This sudden, intense oversharing has fascinated her followers and relationship experts.
Celebs Go Dating expert Dr Tara Suwinyattichaipor said: “It could be because it’s good PR but also to claim their love and the strength of their relationship with the public unapologetically. It’s not a bad sign to want to show off your partner when you’re deep in love!”
Savano is not an entirely original creation dreamt up by the reality star. Instead, it is actually a strategic relaunch of an already existing product line called Tom Savano.
Founder James Kerslake sold his brand in March of this year to UK drinks producer Babco International for an undisclosed amount.
And just four months later, Olivia announced Savano to the world.
The brand had undergone a facelift, dropping the “Tom” for a punchier, simplified name, and brought Olivia on board as a celebrity partner to front the glossy new image.
Celebrity endorsements and partnerships are par for the course in the influencer world, but many felt the marketing made it appear as a solo passion project built from scratch.
My business insider said: “Everyone was a bit miffed when Olivia bought out Savano, with no mention of it already being a brand.
“It’s done really well but it’s perhaps less surprising considering it was already well established and sold in Sainsburys.
“The original founder put his blood, sweat and tears into it before selling it on. He of course had no idea that Olivia would be taking over and becoming the face of it all.
“It’s all been a whirlwind for everyone involved but people are wondering why Olivia hasn’t mentioned it’s past. It all feels a bit cloak and dagger.”
James Kerslake launched Tom Savano in 2018 and was making six figures in profits while still doing his day job.
Business owner – named Fran Gresswell who owns Riviera Iced Tea – shared a video on TikTok regarding Savano’s origins.
Fran told us: ‘When Olivia announced Savano the name instantly reminded me of Tom Savano cocktails. A few weeks later the parent company who purchased Tom Savano announced they had launched Savano so I put it together.
“This is often the case with celebrity brands who partner with companies who will operate the brand for them and often hold a significant or majority stake. It’s something I think people are often unaware of! I think it’s a genius marketing move by Babco International to bring Olivia onboard.”
Fans were outraged, with one commenting: “How is she sat there saying it’s been in the works for a year it’s MY cocktail brand when it’s literally an established brand with the same flavours lmaoooo. Very disingenuous.”
Another added: “The lack of transparency is disappointing tbh.”
While someone else commented: “I just don’t like the way she’s promoting it as if she invented it. They basically rebranded it and they taste exactly the same.”
But not taking this lying down, the successful businesswoman hit back and set the record straight.
“My brand, Savano, my baby. It was acquired by my partners, it existed as Tom Savano, and then with me, we relaunched it,” Olivia told her fans in an Instagram video.
“We re-marketed it, we renamed it, we repackaged it, and we developed signature flavours. For example, my Moscow Mule. Guys, do you even understand how many Moscow Mules I had to drink to get that right? And it’s perfect.
“With me as the majority stakeholder and my team working seven days a week on my baby, in a matter of months, we have made Savano a household name.”
Cheers to that!
