Love Island star Olivia Attwood is facing scrutiny over the true origins of her beverage brand, Savano. While she presents herself as the creator,reports indicate the company was actually established by James Kerslake in 2010.
The 16-year history behind Tom Savano Cocktails
The brand currently known as Savano has a much deeper lineage than the social media narrative suggests. According to the report, the cocktail line traces its roots back to 2010, when it was originally established as Tom Savano Cocktails by James Kerslake. This long-standing history predates Olivia Attwood's involvement by more than a decade,casting doubt on the "founder" label she has applied to herself. This shift from a founder-led model to a celebrity-endorsed model marks a significant change in how legacy cocktail brands are scaled in the modern era.
Babco International's acquisition and rebranding strategy
The transition from a niche cocktail brand to a celebrity-backed empire occurred following a recent acquisition. the report states that the company was sold to Babco International this year for an undisclosed sum. Following this sale, the brand underwent a "glamorous makeover" and was relaunched under the new name, Savano. While Olivia Attwood has secured a position as a majority stakeholder and the primary face of the brand, the underlying recipes—including the Mojito and Caipirinha—remain products of the original 2010 formulation.
Marketing Savano through rooftop stunts and £25 packs
To drive sales for the new range, which includes a Hot Honey Margarita, Caipirinha, and Mojito, Attwood has employed high-visibility PR tactics. These efforts have ranged from posing naked on a penthouse rooftop to hosting lavish launch parties for celebrities and influencers. These events reportedly featured fully stocked bars, goodie bags, and even a tattoo artist to create a sense of exclusivity. The products are currently positioned for direct-to-consumer sales on Amazon, with a six-pack of cocktails retailing at £25.
The discrepancy in Olivia Attwood's 'founder' claims
A significant tension exists between the brand's official corporate structure and its public-facing persona. While Attwood has secured a position as a majority stakeholder and the primary face of the operation, sources cited in the report claim she has used her social media platforms to portray herself as the original creator. The report does not include a response from Attwood regarding these allegations. This distinction is vital; being the face of a brand is a marketing role, whereas being a founder implies the initial creation of the concept and recipes, which in this case belong to James Kerslake.
The mystery of the undisclosed Babco International sale price
Several critical details regarding the business transition remain unknown to the public. First, the exact financial terms of the sale to Babco International have not been revealed, leaving the true value of the 2010 legacy a mystery. Additionally , it remains unclear how much of the brand's current identity is a result of Attwood's creative input versus a standard corporate rebranding. Finally, the report notes that observers are still questioning whether the influencer-led launch events are intended to build long-term brand loyalty or serve as fleeting, high-cost publicity stunts.
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