ABV Brands rebranded as Beam Suntory South Africa

Beam Suntory has rebranded its South Africa-based ABV Brands distribution unit as Beam Suntory South Africa.

ABV Brands was founded in 2010 and has been Beam Suntory’s distribution partner in South Africa since it was founded. Beam Suntory fully acquired ABV Brands in April 2018, assuming full ownership of its route-to-market in the country.

According to Beam Suntory, the ABV Brands team has accelerated the growth of Beam Suntory’s portfolio in South Africa since the acquisition, delivering triple-digit sales growth in 2018 and establishing the Courvoisier brand as the country’s second-highest selling brand in the cognac category.

Mark Pockele, managing director of Beam Suntory South Africa, said: “Today is a meaningful milestone for our business, as we officially become Beam Suntory South Africa.

“For the past ten months, we have been focusing on our integration with Beam Suntory’s global business and growing our premium portfolio in this high-potential growth market.

“As Beam Suntory South Africa, we will now be able to fully leverage our position as one of the world’s leading spirits businesses as we implement our ambitious growth strategy.

“We are proud to be part of the global Beam Suntory family, and to represent a company with such an extraordinary premium spirits portfolio and storied legacy here in South Africa.”