Distell Targets Domestic Whisky Growth

South Africa's leading wine and spirits producer Distell (part owned by SABMiller) is aiming to capture a slice of South Africa's growing thirst for whisky by launching its Bain's Cape Mountain Whisky label domestically. The spirit will retail at about US$19.50 and its launch is line with the growing size of the premium spirits market, a trend that BMI expects to continue through our forecast period to 2013. The sustained path towards premiumisation is highlighted by the fact that alcoholic drinks value sales are set to increase by 25.6% and reach ZAR69.2bn (US$8.9bn) despite flat volumes

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