South African wines & spirits producer Distell has announced it will purchase a 75% shareholding in premium vodka brand Cruz Vodka.
Blue Sky Brand Company (BSBC) will hold the remaining 25% and will be ‘integrally’ involved in the Cruz Vodka brand going forward, said Distell.
When the deal is complete, Cruz Vodka will be distributed on Distell’s African platform.
Distell Southern Africa Managing Director Wim Bührmann said: “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.
“Cruz Vodka provides us with a leading brand in one of the fastest growing spirits categories with strong future growth potential.”
BSBC Managing Director David de Mardt commented: “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. I firmly believe that the partnership has all the potential to make Cruz Vodka the biggest premium vodka in South Africa.”
Cruz Vodka, made from hand-selected American wheat, is available in Vintage Black and four flavoured varietals.
