The South African brand, which is already sold in Asda and Tesco, will be available in Sainsbury's and Morrisons from this week. The Distell brand has notched up sales of £1.5m over the past 12 months [MAT Nielsen 52w/e 3 Oct], but expects this to double following the new listings.
"This has been a great year for us and the new listings acknowledge all the hard work and investment we've put behind the brand," said Anthony Mills, head of marketing for Savanna Europe. "The listings, which take Savanna's distribution within multiple grocers to about 90%, could help double sales in the next year," he said.
The brand is planning a big push around the 2010 World Cup, which is being hosted by South Africa.