South African rugby legend John Smit joined fellow shareholder Butch James in Sandton this week to discuss Avante Brandy – a unique venture combining rugby camaraderie and entrepreneurial spirit, aimed at introducing Cape Brandy to a global market.

 

• Avante Brandy unites rugby players past and present, creating an authentic South African brandy rooted in quality and passion.
• The brand’s flagship VSOP and 15-Year Founders’ XV have gained traction, appealing to local and international audiences alike.
• With expansion plans underway, Avante Brandy seeks to position Cape Brandy as a cultural ambassador on the world stage.
• Visit www.sandtontimes.co.za for more stories.

 

Avante Brandy represents an unexpected twist in John Smit’s career. Launched just before the 2023 Rugby World Cup, this brand wasn’t built merely to capitalize on brandy’s popularity in South Africa. Instead, it was born from a creative challenge posed by entrepreneur Rob Heyns, who has a history of building successful alcohol brands.

 

Rob approached Smit in August 2023 with the idea to create a brandy business rooted in rugby, leveraging the camaraderie and reputation of both past and present players to craft an exceptional, authentically South African brandy. “Avante” is an ancient battle cry meaning “forward”, conveying a sense of command to advance.

When Rob approached me, it wasn’t just about the numbers. It was the idea of building something meaningful with fellow rugby players and breaking into the challenging brandy market here in South Africa.

// South African Rugby Legend, John Smit

 

As Rob points out, South Africa ranks among the world’s top importers of single malt scotch and is Hennessy’s third-largest market.

The irony? South Africa consistently wins ‘Best Brandy in the World’ titles, yet we’re a massive export market for international brands. That’s the gap Avante Brandy is set to fill.

// Business Lead, Rob Heyns

 

For John and the other Avante Brandy shareholders, success hinges on more than celebrity endorsement. While having well-known rugby names associated with the brand is valuable, the focus is on delivering a high-quality product.

There are so many ‘celebrity’ tequilas and gins out there. This wasn’t just about putting our names on a bottle but ensuring we had a quality brandy we could stand by.

// South African Rugby Legend, John Smit

 

The first release, Avante’s VSOP (Very Special Old Pale) brandy, aged over seven years, has been a hit, meeting market demand and creating a strong launch.

The VSOP was our first kick through the posts. Running into stock shortages is a good problem for a new brand.

// South African Rugby Legend, John Smit

 

Following the VSOP, Avante Brandy introduced the 15-Year Founders’ XV, a nod to the 15 founding shareholders.

This one’s for those looking for a more refined experience.

// South African Rugby Legend, John Smit

 

Beyond being a business, Avante Brandy embodies the rugby spirit, blending values of teamwork, resilience, and quality. For John, these values resonate deeply, as rugby players often form bonds that transcend the field.

Rugby is like warfare for 80 minutes, but afterward, you head to the other team’s locker room and share a drink. Those connections last a lifetime.

// South African Rugby Legend, John Smit

 

The brand has garnered interest from international rugby figures like George Gregan, Justin Marshall, and Jim Hamilton, creating a global story of camaraderie and ambition. Although Avante Brandy is proudly South African, its founders have always envisioned an international presence. John notes that this expansion isn’t solely about appealing to South African expats.

There’s plenty of expat interest, of course, but we want to reach entirely new audiences and introduce them to Cape Brandy. Cape Brandy isn’t just another drink; it’s like cognac with a South African twist.

// South African Rugby Legend, John Smit

 

Crafted from Chenin Blanc and Colombar grapes grown in the Cape’s unique climate, Avante Brandy benefits from a maturation process faster than European counterparts, aging in both French and American oak for a distinct profile. The Cape’s rich viticultural resources give Avante a flavour that’s complex, smooth, and proudly South African.

The goal is to showcase our ability to rival the world’s finest spirits.

// Business Lead, Rob Heyns

 

Avante’s 15-Year Founders’ XV also aims to draw in whiskey enthusiasts with its sophisticated, nuanced profile. Described by Rob as ‘South Africa in a bottle’, it combines flavours like apricot, plum, honey, and almond for a refined brandy experience that captures the essence of Cape Brandy. Having retired from rugby 12 years ago, John has spent over a decade building a diversified business portfolio.

Transitioning from rugby can be tough. The game is such a dream, but I always had other interests.

// South African Rugby Legend, John Smit

 

He’s explored a range of ventures, from coffee shops to the car industry and even private security and facilities management.

Business is about continuous learning and adapting—much like rugby.

// South African Rugby Legend, John Smit

 

For John, the thrill of building Avante Brandy echoes the intensity of his rugby days. The brand isn’t just a financial investment; it’s about creating something lasting and unique.

This isn’t just about the money. It’s about building something meaningful and seeing it through.

// South African Rugby Legend, John Smit

 

With a strong foundation and ambitious plans for growth, Avante Brandy is looking to become a defining player in the global brandy market. For John and the other founders, it’s a journey that combines passion, quality, and camaraderie – values that will continue to guide Avante Brandy’s future.

 

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