Distell Launches Premium Wine Company
Africa’s leading wine and spirits producer and marketer, Distell, has launched Libertas Vineyards and Estates, a stand-alone company with ownership of all its premium brands.
Libertas Vineyards and Estates managing director Kay Nash described the move as a significant shift from Distell’s previous approach where premium wines were managed as a division within the global company’s multi-category portfolio. 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.
The new business will also revitalise the iconic Oude Libertas site which will be
their new chosen home for premium wine in Stellenbosch.
Revolutionising Winemaking Operations
The Libertas Vineyards and Estates team envisage the changes they are driving will revolutionise how the business operates and will contribute to making an impact on a global stage, for South African premium wines.
They are making bold decisions regarding how they 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.
Distell have eight brands and 40 sub-sub-brands operating in 88 markets globally across 22 grape varietals, and spanning 384 SKU’s. The cost of this complexity is significant and it hinders the ability to focus and support winning propositions.
The critically important and challenging mandate is to drive collaboration and powerful relationships locally to achieve global success for South African premium
Article by Bizzcommunity