Sefiani Communications appointed to the Australian Beverages Council’s public affairs account

Non-alcoholic beverage industry body, the Australian Beverages Council, has appointed Sefiani Communications as its public affairs agency.

Sefiani will help drive awareness and increasing consumers’ understanding of the industry’s efforts to promote healthier lifestyles and consumer choices.

The Australian Beverages Council has appointed Sefiani to manage its public affairs

Geoff Parker, chief executive officer of the Australian Beverages Council, said Sefiani had already been invaluable.

“Sefiani demonstrated a strong commitment to task and proved invaluable in supporting our release of the first progress report on the industry’s flagship sugar reduction pledge.

“The recently announced progress report is a further sign that the industry is serious about reducing sugar in beverages while continuing to offer greater choice of low-sugar drinks and many without any sugar at all.”

The Council’s most recent report on its sugar reduction pledge showed that Australia’s largest beverage companies implemented a 7% reduction in sugar from 2015 to 2018, meaning the industry is a third of the way to its goal to reduce sugar by 20% by 2025.

Sefiani CEO, Robyn Sefiani, said: “As champions of agile self-governance, it is critical that all stakeholders understand how the non-alcoholic beverages industry is encouraging healthier lifestyles and offering greater choice without putting pressure on the cost of living.

“Our working relationship is already off to a strong start and we look forward to assisting the Australian Beverages Council with its important self-governance agenda in the future.”

Sefiani has recently celebrated its 20th anniversary. Earlier this year, the agency won the communications account for asset trading and investment platform Etoro.


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