Distell takes majority stake in Cruz Vodka

South African drinks group Distell has acquired a 75% majority stake in Cruz Vodka, with its former owner believing that with Distell’s involvement it now has the potential to become “the biggest premium vodka in South Africa”.

he Amarula liqueur and Bisquit Cognac producer confirmed in a statement released to the London Stock Exchange on Monday its majority stake acquisition from Blue Sky Brand Company (BSBC), which will hold the remainder of shares in the company and will continue to be “integrally involved” in the business.

“The decision to partner with Distell was logical as combining Cruz Vodka’s powerful brand equity with Distell’s strong distribution capabilities in South Africa creates an unbeatable proposition,” said David de Mardt, managing director of BSBC.

“I firmly believe that the partnership has all the potential to make Cruz Vodka the biggest premium vodka in South Africa”.

Blue Sky Brand Company currently handles Scotch whisky brands Glendronach and Benriach in South Africa.

Cruz Vodka will now be distributed on Distell’s platform in South Africa and the rest of Africa.

“We are excited to offer another high quality luxury product to consumers who have come to trust Distell for its exceptional products. We are certain that Cruz Vodka will continue to delight consumers,” said Wim Bührmann, managing director, Distell Southern Africa.

“Cruz Vodka provides us with a leading brand in one of the fastest growing spirits categories with strong future growth potential.”