Scotch specialist CVH Spirits has said it wants to focus on single malts over volume propositions as the brand owner “re-establishes” its presence in South Africa.
Majority owned by South African investment group Remgro, CVH Spirits was formed in 2023 following Heineken’s acquisition of Distell. The Bunnahabhain, Deanston & Tobermory brand owner said the distribution expansion marks “the next phase of the company’s international growth strategy following its separation from the former Distell group”.
“We have deliberately taken the time to establish the right structure for our international business rather than simply putting the brands back into market,” said CVH Spirits CEO Ronan O’Rahilly. “Our approach is about building the brands for the long term, ensuring we have the right partners, the right positioning and the right level of support behind them.”
CVH Spirits added that it “sees an opportunity for a portfolio built around credentials and differentiated single malt propositions rather than volume-driven distribution” in South Africa.
“South Africa is an important market for us, given our history here and the opportunity we see for premium scotch whisky,” O’Rahilly added. “Since becoming independent, we have had the opportunity to be much more focused on where and how we take our brands to market. We can be more agile, make decisions more quickly and invest behind the markets where we see long-term potential.”
Global Drinks Intel has requested further information on when CVH’s portfolio was last distributed in South Africa.
In March, CVH Spirits’ European unit signed a distribution deal in Austria with MyDrinks Austria, which took over from previous partner Rudolf Ammersin. Also in March, the business moved its headquarters from the town of East Kilbride on the outskirts of Glasgow in Scotland, to the city’s centre.
