There was a collective groan from certain wine industry insiders in January when South African liquor behemoth Distell announced the formation of an affiliate to take care of the upper-end of its wine business. Under the name of Libertas Vineyards and Estates, a stand-alone company has been put in-place to corral ubiquitous Distell brands such as Alto, Pongrácz, Nederburg, Chateau Libertas, Durbanville Hills, Zonnebloem and Plaisir de Merle into an entity tasked with focussing on the corporation’s premium wine offering.
But as the true vision of the new Libertas entity begins to take shape, it appears as if Distell’s wine strategy has reached a maturity and inclusivity sorely missed over the past few years.
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