KWV is excited to announce the acquisition of the iconic Red Heart Rum brand from Pernod Ricard South Africa. This strategic addition enhances KWV’s portfolio, which is primarily owned by Vasari Beverages, with Masimong Group Holdings (Masimong Group) and Rand Merchant Bank (RMB), through its Family Office Group Solutions Business recently joining as shareholders.
Red Heart Rum has a rich history as one of South Africa’s beloved rum brands. Known for its smooth, distinctive flavour and consistent quality, Red Heart Rum has long been a favourite among consumers and has a strong presence in the South African market. KWV, a leading name in the South African wine and spirits industry, is renowned for its celebrated brands, including KWV Brandy, Roodeberg, Laborie, and KWV Classic Collection. This acquisition marks KWV’s entry into the rum category, complementing the rest of its existing spirits range, which includes Cruxland Gin, Wild Africa Cream, and Ponchos Tequila.
The alignment of Red Heart Rum with KWV’s established portfolio underscores KWV’s commitment to expanding its high-quality offerings. “We are thrilled about the addition of Red Heart Rum to our portfolio,” says KWV CEO John Loomes. “This acquisition strengthens our presence in the South African liquor market and is a key component of our strategic growth journey.”
KWV operates three distilleries and a packing plant, where it distils, matures, blends, and bottles spirits. The company also manages a wine cellar dedicated to producing high-quality wines and their team of viticulturists oversees vineyard practices across 54 farms in the Western Cape, covering approximately 1 200 hectares. KWV’s products are represented in over 100 markets globally.
Founded in 1918, KWV has been a cornerstone of the South African wine industry, playing a vital role in its evolution. Known for producing one of South Africa’s first commercial brandies and pioneering modern wine cellars, KWV has continually advanced its production techniques and maintained its position as a leading brand producer. With a proactive approach to market opportunities, KWV has also expanded into the ready-to-drink sector.
The acquisition of Red Heart Rum highlights KWV’s commitment to diversification within its total portfolio and its broader expansion strategy.
The Competition Commission has approved the transaction, which was completed on 22 August 2024.
“This acquisition is a significant step forward for KWV, and we are confident it will drive our continued success,” concludes Loomes.
