Distell, Africa’s leading producer and marketer of leading fine wines, ciders, spirits and RTDs, has completed the sale of its wine estate – Plaisir de Merle – to the Jordaan family of Bartinney.

Distell Group CEO, Richard Rushton said the sale of Plaisir de Merle was consistent with the company’s strategy to focus its wine business in the mainstream and accessible premium segments and leverage core strengths.

“The sale of Plaisir de Merle is part of our efforts to achieve this objective which allows us to accelerate long-term, sustainable value creation with greater emphasis on the development of our core wine portfolio assets,” said Rushton.

Rushton said he was confident that, under the Jordaan family, Plaisir de Merle, would progress to its full potential.

“We are committed to ensuring that our iconic estate assets are owned by passionate premium wine experts who will continue the legacy of the farm and brand. We are confident that the new owners will build on the brand’s success.” 

The farm was acquired by Stellenbosch Farmers Winery in 1964 recognising the potential of the farm whose history of viticulture dated back to the early 18th century.

It has been recognised throughout its history as an estate that produces high quality wine and has specialised in French-styled red blends and Method Cap Classique.

According to the new owners, the Jordaan family, Plaisir de Merle wine estate has so much to offer and one of their immediate plans, is to bring people back to the wine estate to enjoy the magnificent setting of the 1688 estate, the wines and the splendour of the Drakenstein landscape.

“Our purchase of Plaisir de Merle, an iconic heritage asset, reaffirms our commitment to South Africa and the wine industry in particular. We are grateful to Distell for its careful custodianship of many years and the confidence in us, as they hand over the baton, to renew, revitalise yet carry on with the tradition and excellence synonymous with Plaisir,” said Rose Jordaan.

“We value all the people that have been part and continue to be part of the farm and are the living memory of its history. As a family, we understand the importance of our natural heritage and the living environment, and will do all we can to enhance and protect it as we endeavour to create world class wines in a truly magnificent South African setting,” she said.

Wine remains core to Distell’s growth ambitions and the company’s wine portfolio has remained resilient, notwithstanding the impact of Covid-19.