South African wine and spirits group Distell has announced a partnership with the Cruz Vodka business worldwide, purchasing a 75% stake in the brand from Blue Sky Brand Company (BSBC). Financial terms were not disclosed.
Commenting on the investment, Distell said: “The transaction strengthens Distell’s portfolio in the premium vodka category, one of the fastest growing spirits categories in South Africa and which is expected to continue exhibiting strong growth in the future”.
Managing Director of BSBC, David de Mardt, said: “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 is available in Vintage Black and four flavoured variants.