South Africa’s own Rhino Whisky has made huge leaps in growing the brand locally while also expanding to new regions, with the beloved beverage now available in the USA, Canada, and EU, with plans to launch in China in the works.
Distilled in Scotland, Rhino Whisky was founded by Gerrit Wagener and Brin Kushner, who decided to create a whisky that would not only highlight the plight of the rhino, but also give back to rhino conservation. They initially set their sites on launching in China as they had existing whisky business relations in that country, however, the Covid-19 pandemic put a halt to those plans.
Rhino Whisky was then launched in South Africa, and fortunately for the duo, Rhino Whisky built a loyal community in a short period of time, and positive reviews of the single-malt whisky helping the brand gain traction.
“We then started shipping from South Africa to open some new markets and we are now established in Canada and America and we are also currently taking on Europe. This is in addition to increasing our local distribution with a sophisticated salesforce,” said Wagener.
In just two years, Canada and America now account for 30% of Rhino’s sales, with Europ steadily growing at the moment.
“We believe Rhino’s success lies not only in the taste, but what the brand stands for: driving awareness of Rhino poaching,” added Wagener. “We could discuss the harrowing figures of rhino poaching until we are blue in the face, however, Brin and I wanted to be a part of a solution and somehow raise awareness globally. We created a product with a purpose which resonates with consumers today.”
20% of Rhino Whisky profits are pledged to the rehabilitation of baby rhinos orphaned due to their mothers being killed for their horns. The partnership with the Rhino Orphanage, a non-profit organisation based in Limpopo, the world’s first rhino orphanage has seen the business donate in excess of R50,000 in the last year.
“With China only opening up very recently we have now started engaging with importers there but their landscape has changed significantly. We’ve lost previous established relationships as importers on their side also struggled but the region remains a key focus for us.”
Rhino Whisky (Alc. 43% Single Malt Scotch Whisky) has a recommended retail price of R590 and is available online via Takealot and Whisky Brother & Co in South Africa and at a few select retailers.
For more information, check out the Rhino Whisky website, and visit The Rhino Orphanage website to see the work they are doing.
