, NAIROBI, Kenya, Apr 2 – Wines of the World (WOW), a local importer of premium wines and spirits is merging its operations with its sister company Africa Spirits Limited (ASL), a manufacturer of middle market spirits.
In letters sent to the distributors and suppliers of the two companies, the organisations announced that they are harmonising their operations to take advantage of the unique strengths of the two companies.
WOW management says the review is undertaken with a focus on increasing its reach while optimising the synergies that exist between the two businesses.
“We resolved to blend the unique strength of both WOW and ALS under a single operational infrastructure and design a new brand strategy for the integrated outfit to ensure its optimally positioned,” the letter stated.
A new trading company under the name Wow! Beverages will be created to market the products of the two companies.
According to the letter, WOW indicates that the merger will give them access to over 15,000 outlets across the country.
WOW has been in operation for 23 years and distributes key international brands including Jack Daniels, Bacardi, Remy Martini, Macallan, William Lawson, Cutty Sark, Southern Comfort among others.
Africa Spirits Limited on the other hand manufactures and distributes Bluemoon Vodka, Legend brandy and Furaha Vodka.
“Since this is a purely internal organisation our business with you shall continue as is interrupted, “the letter stated.