Africa's leading wines and spirits producer and marketer, Distell is launching Libertas Vineyards and Estates as a new stand-alone company with ownership of all Distell's premium wine brands.
Libertas Vineyards and Estates' Managing Director, Kay Nash, says the move was a "significant shift" from Distell's previous approach where premium wines were managed as a division within the global company'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. We believe our actions will speak louder than our words so its heads down and getting under the hood for a while," she says.
Nash says the portfolio of brands includes Alto, Nederburg, Durbanville Hills, Plaisir de Merle, Pongrácz, Fleur du Cap and Allesverloren and as well as the unique heritage assets of Chateau Libertas, Zonnebloem and the Tabernacle and that the new business will also revitalise the iconic Oude Libertas site which will be their new chosen home for premium wine in Stellenbosch.
"We are making bold decisions regarding how we operate and compete and Distell, with their strong wine DNA, are championing the need for a new approach. There is recognition that the category is challenging and inherently complex and requires a specialist focus, different culture and entrepreneurial approach," she says.