DURBAN – Distell is consolidating its position in South African premium and fine wine by launching Libertas Vineyards and Estates as a new stand-alone company with ownership of all the premium wine brands.
Distell, Africa's leading producer of spirits, wines, ciders and ready-to-drinks (RTDs), relisted on the JSE in May last year, with top brands including Amarula, 4th Street, Hunter’s, Klipdrift, Nederburg, Richelieu, Savanna, Viceroy and JC Le Roux.
The portfolio of brands under Libertas Vineyards and Estate includes Alto, Nederburg, Durbanville Hills, Plaisir de Merle, Pongrácz, Fleur du Cap and Allesverloren and the unique heritage assets of Chateau Libertas, Zonnebloem and the Tabernacle.
Libertas Vineyards and Estates’ managing director, Kay Nash, said yesterday that the move was a significant shift from Distell’s previous approach, where premium wines were managed as a division within Distell’s multi-category portfolio.
“We have started the premiumisation journey at all levels in the business, from fine wine skills to brands and brand experiences, portfolio structures, ways of working and new collaborations, and global routes to market.