Overview: SA-owned CVH Spirits is reintroducing Bunnahabhain, Deanston, Tobermory and Ledaig single malt Scotch whiskies to the local market. The company operates independently since 2023 following its separation from Distell, with majority ownership held by South African investment group Remgro. The return focuses on premiumisation rather than volume.
The Full Story
The portfolio includes Bunnahabhain, Deanston, Tobermory and Ledaig, with the company positioning the return around premiumisation, distinctive whisky styles and longer-term brand development rather than competing primarily on volume. CVH Spirits was established as an independent business in 2023 after Heineken acquired Distell, with the Scotch whisky assets formerly operated by Distell International becoming part of the newly independent company. The business is majority-owned by South African investment group Remgro and has since expanded its international operations to more than 60 markets.
Market data cited by CVH Spirits indicates that the Deluxe whisky category, covering products priced at R2 000 and above, grew by 19%, while the SuperPremium segment increased by 2% over the same period. For CVH Spirits, those figures point towards an opportunity for a portfolio that places greater emphasis on provenance, production and individual character. Ronan O’Rahilly, CEO of CVH Spirits, says South Africa remains an important market as the SA-owned spirits group rebuilds its premium Scotch whisky presence.
Production & Profile
The South African portfolio brings together four whiskies produced across three Scottish distilleries, each with its own history and style. Bunnahabhain dates back to 1881 on Islay and occupies a different position from many of the island’s more heavily peated whiskies. Its character is associated with an unpeated spirit and sherry influence. Deanston, meanwhile, reaches its 60th anniversary in 2026. The distillery operates from a former cotton mill beside the River Teith and is known for a honeyed, waxy house style, alongside a growing range of cask-finished and limited releases.
On the Isle of Mull, the Tobermory distillery produces two contrasting single malts. Tobermory is the unpeated expression, with a fruity and vibrant profile, while Ledaig takes the opposite route with a heavily peated and smoky character. The distillery itself dates to 1798 and is the only distillery on Mull.
Brand & Industry History
Since becoming independent, the business has had the opportunity to be much more focused on where and how it takes its brands to market. It has invested close to £30 million in East Kilbride production, blending, bottling, and warehousing operations over the past five to six years. The company currently operates in more than 60 markets, as Remgro remains its majority shareholder, while Campari holds a minority stake.
What This Means
O’Rahilly says the differentiation between the four single malts is central to that approach. The strength of the portfolio is the fact that these are not four versions of the same whisky. They each have a very clear point of difference, with their own heritage, production methods and character. That allows us to build genuine brand equity rather than simply competing on price. O’Rahilly highlights that they are not looking for transactional relationships but looking to build over time, strengthening distribution and shoring up brand equity for the next generation.
Consumer Takeaway
For consumers, the return brings four distinctly positioned Scottish single malts back into a market with a long association with the brands. The emphasis is on rebuilding distribution and developing their position in the premium segment.
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