The brand was established by the Wild Cape Liqueurs in 2001 and has created a global footprint and following with its unique product, packaging and marketing initiatives. KWV, which was responsible for the marketing and distribution of the brand in Africa, will now take over the brand in its entirety in all global markets in this new ownership deal.
"The group has a growth strategy with a strong focus on brands and commercialisation," KWV CEO Thys Loubser explains. "What attracted us to this brand is its unique, African appeal, which fits well with our existing portfolio and geographical focus.
“We expect our highest returns on the brand to come from South Africa, Africa and Europe. It has great growth potential in a category that is globally performing above average and is geared to continue growing strongly on a compounded basis."
