The independent Scottish spirits company, majority-owned by South African investment group Remgro, is behind single malt brands Bunnahabhain, Deanston, Tobermory and Ledaig.
Its return to South Africa follows the company's separation from the former Distell group and the establishment of CVH Spirits as an independent business in 2023.
The company's Scotch whisky assets were previously operated by Distell International and became part of the newly independent CVH Spirits following Heineken's acquisition of Distell.
Since then, CVH Spirits has focused on strengthening its premium portfolio and expanding its international commercial footprint. The business now operates across more than 60 markets globally, with Campari holding a minority stake alongside majority shareholder Remgro.
For the South African market, the return comes as whisky consumers increasingly gravitate towards premium offerings, even as overall category volumes remain under pressure.
Recent market data indicates that the Deluxe whisky segment, comprising products priced at R2,000 and above, grew by 19%, while the Super Premium segment recorded 2% growth over the same period.
For CVH Spirits, the figures point to an opportunity to build its portfolio around provenance, craftsmanship and differentiated single malt propositions rather than compete primarily on volume.
“We have deliberately taken the time to establish the right structure for our international business rather than simply putting the brands back into market,” says Ronan O’Rahilly, CEO of CVH Spirits.
“Our approach is about building the brands for the long term, ensuring we have the right partners, the right positioning and the right level of support behind them.”
The company's South African portfolio brings together four single malt brands from three Scottish distilleries, each offering a distinct production heritage and flavour profile.
Bunnahabhain, founded on Islay in 1881, occupies a differentiated position within the island's whisky landscape. While Islay is widely associated with heavily peated Scotch, Bunnahabhain is known for its unpeated style and sherry-influenced character.
Deanston, which celebrates its 60th anniversary in 2026, operates from a former cotton mill beside the River Teith. The Highland distillery's whiskies are recognised for a honeyed, waxy house style, alongside an increasing focus on cask finishes and limited releases.
On the Isle of Mull, Tobermory and Ledaig provide contrasting expressions from the same distillery.
Tobermory is the unpeated expression, characterised by a fruity and vibrant profile, while Ledaig delivers the distillery's heavily peated and smoky style. Dating back to 1798, Tobermory is the only distillery on the Isle of Mull.
“The strength of the portfolio is the fact that these are not four versions of the same whisky,” says O’Rahilly.
“They each have a very clear point of difference, with their own heritage, production methods and character. That allows us to build genuine brand equity rather than simply competing on price.”
CVH Spirits' independence has also given the company greater control over its production and commercial operations.
The business controls capabilities spanning distillation, maturation, blending, bottling and distribution across its three distilleries. It has invested close to £30m in its East Kilbride production, blending, bottling and warehousing operations over the past five to six years, strengthening the infrastructure supporting its international portfolio.
This vertically integrated model is central to CVH Spirits' strategy as it expands its premium brands into markets where consumers are increasingly looking for provenance and distinctive product propositions.
For South Africa, the company says its historical connection to the market is an important part of its return, but the strategy is now being approached with the flexibility of an independent business.
“South Africa is an important market for us, given our history here and the opportunity we see for premium Scotch whisky,” says O’Rahilly.
“Since becoming independent, we have had the opportunity to be much more focused on where and how we take our brands to market. We can be more agile, make decisions more quickly and invest behind the markets where we see long-term potential.”
The return to South Africa forms part of a wider international expansion strategy following CVH Spirits' transition from the former Distell structure into an independent premium spirits business.
Alongside its four single malts, the company's broader portfolio includes blended Scotch whisky brands Black Bottle and Scottish Leader.
Rather than pursuing short-term distribution gains, CVH Spirits says it is focused on developing sustainable routes to market and building brand equity over time.
“We are not looking for transactional relationships,” says O’Rahilly. “We are looking to build over time, strengthening distribution and shoring up brand equity for the next generation. South Africa is part of that longer-term ambition.”
The company's re-entry comes as the premiumisation trend creates opportunities for brands that can offer consumers something beyond a familiar label — including distinct production methods, heritage and a clear sense of place.
For CVH Spirits, bringing its portfolio back to South Africa is therefore not simply a return to a familiar market, but part of a broader effort to establish its independent identity and build the next chapter of its international growth.
