Innovatus Drinks Signs Partner in Africa

Innovatus Drinks, the brand behind award-winning Horse Guards Gin and Wing Walker Rum, has signed a partnership agreement with GPS Distribution Africa to develop the distribution network, sales and marketing for the Innovatus portfolio of products in South Africa and the wider African region.

GPS Distribution Africa, with its head office in Cape Town, is a drinks agency with many years’ experience working with global premium brand owners to establish and develop their brands in South Africa and Africa.

Premiumisation in the spirits industry is a global phenomenon. This partnership brings a range of award-winning premium products to the region and fast tracks an already expanding export business for Innovatus.

Revenue in the global gin segment amounted to over US$15 billion in 2021, while global rum sales achieved US$17 billion. Both segments are forecast to grow at over 6% CAGR to 2025. With the global gin and rum markets continuing to expand, Africa’s relatively low per capita consumption translates into considerable potential.

Africa’s population is projected to reach 1.7 billion by 2030, with more than 80 percent of the population growth occurring in cities, making Africa the fastest-urbanizing region in the world. At the same time incomes are rising across much of the continent increasing consumer and business spend, with higher internet and mobile phone penetration rates. Africa’s steadily increasing per capita income is driving the emergence of a middle-class consumer with a surprising level of sophistication and growing spending power. The EIU forecasts that by 2030, the continents top 18 cities could have a combined spending power of US$1.3 trillion. “The African continent offers enormous potential for growth and opportunities for businesses and brands,” commented Pauline Sayers, Director and Co-Founder of GPS Distribution Africa.

Commenting on the partnership agreement, Chris Herbert, Commercial Director at Innovatus Drinks, commented: “We are delighted to bring our Innovatus portfolio of brands to the African region and to be working with GPS Distribution Africa as our partners for the journey. With over 20 years of sales and marketing experience in the drinks sector and an extensive knowledge of the distribution network in Africa, they are a great match for us and perfectly positioned to establish the Innovatus portfolio in Africa.”

Pauline Sayers, Director and Co-Founder at GPS Distribution Africa, added: “We are excited that Innovatus Drinks has chosen GPS Distribution Africa as their business development partner for South Africa and the African region. We see great opportunity to build these premium brands here and look forward to bringing them to our shores. Our partnership with Innovatus opens up new and exciting opportunities for our business, and aligns with our strategic growth plans.”

About Innovatus Drinks

Innovatus Drinks Limited is a premium spirits and trademark/brand business. Already owning several brands, Innovatus has unique access to a large portfolio of over 90 heritage drinks trademarks. Many of these are recognised brands that have history going back over 100 years but were lost over time, with many disappearing in the 1960s. The company is now reviving and rolling out these spirit brands sequentially to UK and international markets. With Horse Guards London Dry gin, Wing Walker rum and Horse Guards Pink gin already available, more unique products will be launching in 2021 and 2022.

About GPS Distribution Africa (Pty) Ltd

GPS Distribution Africa is a business development, distribution, sales and marketing solutions provider for premium global drinks brands wanting to access South Africa and Africa as markets, with a successful track record in building brands. With over 20 years drinks industry experience in South Africa and Africa, GPS Distribution Africa is an owner-managed business that accelerates the success of their brand partners through sound strategic thinking, agility, passion and innovation.

For further information contact Chris Herbert or Pauline Sayers,

Innovatus Drinks Signs Partner in Africa
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