Rugby icons continue the tradition of excellence with the release of XV brandy expression
Avante Cape Brandy has launched its highly anticipated 15-year-old expression, the Founders’ XV. Co-founded by 15 renowned rugby legends from South Africa and around the world, the release symbolises a blend of narratives steeped in valour, dedication, and rich history. It represents the…
· 4 min read
The Founder’s XV elevates Cape Brandy’s status as a sophisticated beverage choice, encouraging exploration of its versatility neat, on the rocks or with food pairings. It has been crafted for those who appreciate depth, tradition, and the art of refinement. The expression offers a refined tasting experience, beginning with an inviting nose of ripe peaches, dried apricots, and a subtle pear note. On the palate, this fruit profile melds with honey and caramel, complemented by a hint of citrus. The finish is warm and enduring, featuring a full-bodied depth enriched with walnuts, almonds, and a subtle spicy vanilla.
The group of rugby icons, led by John Smit, has given their full stamp of approval on this super-premium spirit. Their shared experiences of perseverance and overcoming challenges during their careers resonate deeply with the brand’s name, “Avante,” which is inspired by an ancient battle cry urging progress and advancement.
As Avante Cape Brandy looks to expand its range, each upcoming release will intertwine the stories of these legendary figures with the inspiration behind the brandy. The co-founding squad further includes Butch James, CJ Stander, Dallen Stanford (USA), George Gregan (Australia), Jean de Villiers, Jim Hamilton (Scotland), Joseph Dweba, Justin Marshall (New Zealand), Lukhanyo Am, Makazole Mapimpi, Schalk Brits, Raymond Rhule (France), Waisale Serevi (Fiji), and WP Nel (Scotland). The team was pulled together based on their rugby success, wide international presence, entrepreneurial spirit and the common part of their life stories; having had to triumph over significant adversity to get to where they are today.
Avante Cape Brandy was established by Rob Heyns (Managing Director) along with board members John Smit and Jonathan Smit, timed to coincide with the excitement of the 2023 Rugby World Cup. The inaugural product, VSOP (Very Special Old Pale) Cape Brandy, was released during this period and is available in 200ml and 750ml bottles at most South African liquor stores and retail outlets. The Founders’ XV will serve as a permanent range extension, with each batch linked to a year of distillation, starting with the 2009 vintage, but released in limited batches, based on availability of this high quality liquid in the cask selected.
According to Heyns, “The 15-year-old expression embodies the spirit of triumph and reflects the global excellence achieved in both rugby and Cape Brandy from South Africa. These narratives have earned credibility through persistent hard work and challenge long-standing misconceptions about Africa’s potential.”
Despite its heritage, brandy often lacks the international recognition and respect accorded to Cognac. Traditionally associated with more affordable and mainstream spirits, Cape Brandy deserves a narrative shift. With increasing brandy consumption in Africa, there is an opportunity to elevate locally produced Cape Brandy to compete with international counterparts like Cognac, bourbon, and whiskey. Cape Brandy legislation follows the production processes of Cognac (double distillation in copper pot stills), and today requires even stricter measures to be followed to ensure outstanding quality.
John Smit notes, “The victorious notion of what it means to be South African is about overcoming many obstacles and adversity, and continually proving ourselves to become recognised, credible, and top-of-mind. This applies to entrepreneurs, sports stars, and anyone who has faced defeat, been knocked down repeatedly, only to rise up, continue doing what they love, and ultimately progress, improve, and succeed. The 15 rugby personalities on board help us continue this conversation and add the much-needed gravity to valuing our local talent and products.”
By associating Cape Brandy with globally recognised personalities and rugby professionals, we further leverage their reputations to validate the brandy’s premium quality and appeal to discerning spirits drinkers who value excellence in their choices,” adds Jonathan Smit.
Avante Cape Brandy Founders’ XV is available in a 750ml bottle at R1595.00 from www.avantebrandy.com.
To explore articles in our October issue, The Consumer Connection, purchase our digital or print magazine here.
More from
Markets, business and trade
Does Government know what it’s costing you?
A decision made in Pretoria can change the way a wine business operates. But who makes sure the people making those decisions understand what happens on the ground? South Africa Wine’s Jordyn Goeieman takes us inside the often unseen work of influencing the policies that affect the industry.
All roads lead to Wine Paris
With professionals from more than 169 countries attending Wine Paris in 2026, the exhibition has become an increasingly important meeting point for the global wine trade. Nicolas Cuissard, Director of Wine Paris, speaks to WineLand about the exhibition’s growing international influence, opportunities for South African producers and what it takes to turn participation into business.
Before you bottle it, can you sell it?
A good wine and an attractive label are not enough to build a sustainable business. South Africa Wine’s Phil Bowes explains why finding customers, testing assumptions and understanding the numbers should come before committing to a new wine brand.