Emirates company buys majority stake in SA distribution startup

Maritime & Mercantile International (MMI), a subsidiary of the Dubai-based Emirates Group, has acquired a majority stake in Brand 2 Consumer Premium Drinks Company (B2C), a South Africa-based alcohol distribution startup.

Peter Hart (pictured), B2C CEO and founder (also former strategy director of Brandhouse, as well as Heineken regional director), says the company is "delighted" about the partnership. He 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. B2C offers increased choice to South Africa with a portfolio which features internationally leading brands in multiple categories and we are uniquely placed to bring these international premium brands to the emerging main market."

MMI, the largest liquor distributor in the Middle East, has made several investments in Africa recently, including in Tanzania, Zanzibar, Ethiopia and most recently, the Seychelles. Its goal is to become the leading independent distributor in Africa and South East Asia.