Maritime & Mercantile International secures Asahi distribution after South Africa deal
Published On 10 Oct, 2017


Dubai-based distributor Maritime & Mercantile International is to handle¬†Asahi‘s portfolio in South Africa after acquiring a majority stake in Brand 2 Consumer Premium Drinks Co.

The agreement, announced today, secures distribution rights in the country to Asahi brands including Peroni Nastro Azzurro and Grolsch, Maritime & Mercantile said. The company called the move a “significant and exciting step” in its bid to tap emerging markets.

Financial deals of the investment in Cape Town-based B2C were not disclosed, however MMI, which is a subsidiary of the Emirates Group, described it as “significant”. B2C was founded only 18 months ago, and also has exclusive distribution for C&C Group including cider brand Magners and international beer brand Tennent’s. The company is also the distributor for Stellenbosch Vineyards’ South African portfolio, while new additions to the portfolio in the wake of the MMI investment include Roust’s Russian Standard vodka and Quintessential Brands’ gin portfolio.

MMI is one of Africa and the Middle East’s largest liquor distributors.

CEO & founder of B2C, Peter Hart, said: “This announcement, alongside the fantastic news that we have secured the Asahi portfolio distribution rights, will see us bring some of the world’s best liquor brands to the South African market including premium imported Italian beer brand Peroni.”


Source:- just-drinks

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