Distell buys majority stake in Cruz Vodka

South African drinks group Distell has acquired a majority stake in Blue Sky Brand Company’s Cruz Vodka for an undisclosed sum.

Cruz Vodka will be now be distributed on Distell’s platform in South Africa

The Amarula liqueur and Bisquit Cognac producer confirmed in a statement yesterday (24 April) that it has obtained a 75% share in Cruz. The remaining amount will be held by Blue Sky Brand Company, who will continue to be “integrally involved” in the brand going forward.

Blue Sky Brand Company currently handles Scotch whisky brands Glendronach and Benriach in South Africa.

Cruz Vodka will be now be distributed on Distell’s platform in South Africa and the rest of Africa.

“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,” said Wim Bührmann, managing director, Distell Southern Africa.

“Cruz Vodka provides us with a leading brand in one of the fastest growing spirits categories with strong future growth potential.”

David de Mardt, managing director of BSBC, 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 is available in Vintage Black and four flavoured variants.
Earlier this month, Anheuser-Busch InBev completed the sale of its indirect shareholding in Amarula liqueur and Bunnahabhain Scotch producer Distell Group.