South Africa’s spirits industry welcomed a bold new entrant in late 2023 with the launch of Avante Brandy, a premium Cape potstill brandy created through an unprecedented collaboration of 15 international rugby icons. Known collectively as the “First XV,” these athletes have combined their global sporting influence with the artistry of Cape master distillers to craft a brand that embodies resilience, tradition, and luxury.
At the helm of this ambitious project is John Smit, former Springbok captain and World Cup winner, who has spearheaded the initiative alongside Managing Director Rob Heyns and board member Jonathan Smit. Together, they envisioned a spirit that would not only celebrate South African craftsmanship but also redefine perceptions of brandy on the global stage.
The Founders: The First XV.
The ownership model behind Avante Brandy is unlike anything seen before in the local spirits market. Rather than relying on corporate investors or celebrity endorsements, Avante is co-owned by a collective of rugby legends who act as shareholders and ambassadors.
The “First XV” includes household names such as Jean de Villiers, Lukhanyo Am, Makazole Mapimpi, Bryan Habana, CJ Stander, Schalk Brits, Butch James, Joseph Dweba, and international stars George Gregan (Australia), Justin Marshall (New Zealand), and Waisale Serevi (Fiji). Each founder brings not only their reputation but also their networks, ensuring Avante has a truly global footprint from the outset. This collaborative ownership structure reflects the very ethos of rugby: teamwork, resilience, and shared success. It also ensures that the brand remains deeply connected to the sport, with a percentage of sales directly funding grassroots rugby development in South Africa.
The Brandy Range.
Avante Brandy’s portfolio is designed to appeal to both connoisseurs and newcomers to premium spirits. Produced in the Western Cape, the brandy is double-distilled in copper potstills and matured in French oak barrels, ensuring depth and complexity.
– Avante VSOP Cape Brandy: Aged between 4 and 7 years, this blend balances caramel and toffee from younger spirits with dark fruit notes reminiscent of cognac from the 5-year-old layer, and smooth vanilla from the 7-year-old component. Retailing between R550 and R780, it offers accessible luxury.
– Avante Founders Fifteen XV Cape Brandy: The flagship expression, matured for over 15 years in select 2009 casks. Rich, full-bodied layers of honey, peach, walnut, and warm spice make this a collector’s item. Retailing around R2,400, it represents the pinnacle of Cape brandy craftsmanship.
– Avante The Master’s Reserve XO: A luxurious tier featuring robust notes of tobacco, fig, vanilla, and dried apricot, with a lingering fruit aftertaste. This expression caters to those seeking depth and sophistication.
Availability.
Avante Brandy has quickly secured distribution across South Africa’s premium retail landscape. Bottles can be found at Woolworths, Pick n Pay Liquor, and Checkers, as well as specialty online stores such as Norman Goodfellows, Mothercity Liquor, and Yuppiechef. This wide availability ensures that the brand is accessible to both everyday consumers and collectors.
Impact in South Africa.
Avante Brandy’s impact extends beyond the spirits industry. Its founders have embedded social responsibility into the brand’s DNA, ensuring that every bottle sold contributes to meaningful initiatives.
1. Grassroots Rugby Development: A fixed percentage of sales funds programs for young rugby players in South African communities, nurturing the next generation of talent.
2. Post-Career Athlete Support: Recognizing the challenges athletes face after retirement, Avante provides financial and mentorship structures to help rugby players transition into entrepreneurship and stable careers.
3. Elevating Brandy’s Image: Historically, South African brandy has been overshadowed by international cognacs. Avante has shifted this perception, with its flagship Founders’ XV earning a 5-star rating in Platter’s Wine Guide, positioning local potstill brandy as a sophisticated luxury spirit.
Global Reach.
Avante Brandy is not just a South African story — it is a global one. By leveraging the international reputations of its founders, the brand challenges long-standing misconceptions about Africa’s ability to produce luxury goods.
– Promoting African Potential: With ambassadors from Fiji, Australia, and New Zealand, Avante showcases Africa’s craftsmanship to a global audience, proving that premium spirits can emerge from the continent.
– Exporting Cape Heritage: The brand actively markets its products to international spirits markets, aiming to position Cape potstill brandy as a contender for the title of “best brandy in the world.”
Launch Timing.
Avante Brandy was officially launched in September 2023, strategically coinciding with the excitement of the Rugby World Cup. This timing allowed the brand to capitalize on global attention, aligning its debut with the sport that defines its identity.
A New Chapter for South African Spirits.
In less than a year since its launch, Avante Brandy has already begun reshaping the narrative around South African brandy. By combining the resilience of rugby with the artistry of Cape distilling, it has created a product that resonates with both local and international audiences.
The brand’s success lies not only in its premium quality but also in its authenticity. Unlike many celebrity-backed ventures, Avante is deeply rooted in the values of its founders, ensuring that every bottle tells a story of teamwork, heritage, and ambition.
Avante Brandy represents more than just a new spirit on the shelves. It is a movement that merges sport, culture, and craftsmanship, redefining what South African brandy can be. With its unique ownership model, premium product range, and commitment to social impact, Avante is poised to become a global ambassador for Cape heritage.
As John Smit and the First XV continue to champion the brand, Avante Brandy stands as a testament to what can be achieved when resilience meets tradition — and when rugby legends unite to elevate a nation’s spirits.
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