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Reward over risk is what Distell - the maker of wine brands such as Nederburg and Two Oceans, whisky Scottish Leader and Three Ships and cider Hunter's and Savanna - wants from its ventures into Africa. Since April, it has scaled up operations in Africa despite economic pressures, falling consumer spending and fierce competition among global drinks companies - all factors that have made navigation of the continent trickier. Distell MD Richard Rushton told Business Times this week that the continent had "huge untapped potential" and included markets with among the fastest growth for alcoholic beverages. "Consumers in these markets are also trading up from unbranded, mostly homebrewed alcoholic beverages into branded products, which presents a major opportunity for Distell," he said. Under pressure "Our portfolio of brands is uniquely structured to offer consumers choice, from affordable to premium brands, across the wine, spirits and ready-to-drink categories. Very few alcoholic beve...

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