World football body FIFA has named Stellenbosch-based drinks group Distell official supplier of wine to the 2010 World Cup, reported Just-drinks.com.

The publication did not mention how much Distell coughed up for the privilege. As part of the deal, Distell will release a limited edition range of Nederburg-branded wines in the UK and other countries already in July this year.  

The range of three single varietals will consist of a Cabernet Sauvignon, Sauvignon Blanc and Rosé and will be available from July to the end of 2010, with a recommended retail price of 6.99 pound sterling (about R93 at today’s astoundingly strong exchange rate).

Sarah Gandy, marketing manager for Distell Europe, said: “As Nederburg is the leading South African wine in so many international markets, and with our intention to build our profile in the UK, it is a great opportunity to work with FIFA as an official supplier and leverage the relationship.”

The FIFA World Cup takes places in South Africa next year, with England on-course to qualify and Scotland and Northern Ireland also in with a chance of making the finals.

The limited edition Nederburg wines will also be distributed in Ireland, Germany, Canada, Sweden, South Africa and selected countries throughout Africa, Asia and South America, Distell said.

A bit of good news: Distell plans to spend millions of pounds on building its cider brand Savanna in Europe. Distell was embroiled for years in a trademark dispute in Europe (or parts of it…not quite sure which countries), which kept it from rolling out this high-potential product here. That problem must have been solved, because since (at the latest) 2008 it’s been ‘all systems go’ for Savanna in Europe. Yummy!

Also look at this report.

Distell has signed a distribution contract with a Polish distributor for its Amarula Cream Liqueur and some of its wines.

Distell international director Donald Gallow said: “The Kompania Winiarska distributorship (in Poland) extends Distell’s footprint across Europe with relationships already secured with Altia in the northern and Baltic states and Baarsma in Holland.” 

Distell wants to grow its international business as a portion of its total business. In other words, Distell wants to become more international and less reliant on the local market.

“The international business contributed 20% to total revenue for the year to June 2008, up from 18% the previous year, and the intention is to continue the upward trend,” said Gallow.

Let’s hope Distell covered the exchange rate risk inherent in its R2 million Nederburg competition running (until 31/12/2008) in the UK.

Because, if it hasn’t, Distell risks being a lot poorer than budgeted. [Read on]