A toast to new beginnings: A letter from our founder

Starting a new venture is never easy, but the journey of building Mack Brands has been one filled with passion, dedication, and countless learning experiences. From the very beginning, I knew that creating a brand was about more than just selling a product; it was about telling a story, connecting with people, and inspiring others.

In 2020, in the midst of the COVID-19 pandemic and severe alcohol lockdowns in the South African market, I made the decision to create Mack & Schuhle Africa. This led to the birth of Brooks Hard Seltzer, my first brand. Little did I know that this was just the beginning of my journey to create Mack Brands—a house for cutting-edge, high-innovation, out-of-the-box beverage brands challenging the norms of a very conservative industry.

The journey was far from easy. The sleepless nights, the endless problem-solving, and the blood, sweat, and tears poured into building Brooks reminded me why we rise to the grind every single day. The challenges were more than I could have ever imagined, but they also ignited a passion within me for branding, strategy, communication, and bringing a story and a product to life.

Reflecting on those early days, I remember the countless hours spent brainstorming, planning, and refining every aspect of the brand. There were moments of doubt and uncertainty, but the belief in the potential of our product and the support of those around me kept me moving forward. Each setback was a lesson, and each success was a step closer to realizing a dream.

Following the success of Brooks and its merger into the distribution of Craft Liquor Merchants, I knew it was time to take the next step. In 2023, armed with a collection of thoughts, ideas, and brand concepts meticulously refined over six months, I founded Mack Brands. We acquired our seed funding, setting the stage for a new era of innovation in the beverage industry.

Today, Mack Brands proudly includes Finvara Irish Whiskey and Conte Camillo Negroni in our range. Finvara Irish Whiskey is a premium spirit that encapsulates the rich mythology and fantasy storytelling of Ireland into a unique bottle with an award-winning label. Launched in 2023, Finvara has already shown promising early success. Conte Camillo Negroni, inspired by a 19th-century Italian nobleman who emigrated to New York City and created the Negroni cocktail, embodies the spirit of exploration and pushing boundaries. Recently, Conte Camillo won the Best Cocktail Award at the International Spirits Awards and one of the prestigious Vinitaly Design Awards.

Our new product development team is working day and night to understand and identify the right trends to expand our portfolio. We are constantly exploring innovative ideas and staying ahead of the curve to bring fresh and exciting products to our customers. The dedication and creativity of our team are the driving forces behind our continued growth and success.

The founding of Mack Brands marks the culmination of years of hard work, perseverance, and unwavering belief in our vision. It is a testament to the power of passion and the relentless pursuit of excellence. From the inception of Brooks to the birth of Mack Brands, every step has been a learning experience, a challenge to overcome, and a story to tell.

As I look back on this journey, I am filled with gratitude for the support of my family, friends, and colleagues. Their encouragement and belief in our vision have been instrumental in our success. The road ahead is filled with exciting possibilities, and I am more committed than ever to pushing the boundaries of what our house of beverage brands can achieve.

Here’s to the incredible team, my business partner Ronnie Melck, and the future of Mack Brands. Together, we will continue to innovate, inspire, and create brands that resonate with people around the world.

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