Brewing up a new brandhouse

The formation of 'brandhouse' follows the acquisition by Diageo and Heineken of an effective 28.9% stake in Namibia Breweries Limited which was announced to shareholders in April 2003, and completed in July 2003. Shareholder agreements for the joint venture were finalised in April this year following unconditional approval by the South African Competition Commission. The new company will have sales of around R3 billion annually.

brandhouse's Managing Director, Simon Litherland, says the emergence of an influential consumer group in SA who are trading up into premium brands has provided a great opportunity to create a new premium liquor business.

"SA is an incredibly exciting market for us. Overall growth in the liquor industry has been minimal for some years now, but the premium sector is growing very fast. Through our unrivalled portfolio of premium brands and our global experience in this sector, we are very well positioned to take full advantage of the opportunities the market presents. We are very excited to be able to offer our customers a portfolio of brands that will satisfy our consumers needs across a broad range of premium occasions."

The company draws together some of the most talented people in the industry and over 40 of the worlds' strongest brands into a new, re-engineered business structured for growth.

Among its brands are premium beers including Windhoek, Heineken, Guinness, Kilkenny and Becks. Its Scotch whisky portfolio includes global premium best seller Johnnie Walker, SA's market leader Bell's, J&B, White Horse and Dimple as well as a broad selection of single malt whiskies.

In other drinks categories, brandhouse also markets some of the biggest - selling spirits in the world:- Smirnoff Vodka, Jose Cuervo Tequila, Tanqueray Gin, Captain Morgan Black Label and Spiced Gold rum as well as Archers and the ever popular Archers Aqua and Smirnoff Spin. Bertrams VO Brandy, Cape Velvet Cream and Gilbeys Gin are brandhouse's home grown brands.

The company has integrated the operations of its parent companies to create one sales force and one call centre for its thousands of customers across South Africa.

"brandhouse is all about consumer focus and commercial excellence. We will be relentless in ensuring our service continually exceeds customer expectations. Our sales and distribution network has also been aligned to ensure our brands reach our consumers wherever they expect to find them.
In-house, we have put together a very talented and passionate team and we will continue to attract and develop the highest calibre talent to deliver our ambitious strategic goals," says Litherland

The brandhouse team has spent the last few months preparing for the launch to the market under the new name and is also playing a leading role in formulating the draft BEE charter for the liquor industry.