Just Chill? Distell could be in the mix for Long4Life brands

Business

Just Chill? Distell could be in the mix for Long4Life brands

Chill’s Fitch & Leedes range of mixers would certainly slot nicely into Distell’s ready-to-drink business

Marc Hasenfuss

The resignation of Grant Hobbs as CEO of Chill Beverages this week suggests that Brian Joffe’s investment company Long4Life (https://www.sharenet.co.za/v3/quickshare.php?scode=L4L) is determined to put some fizz into the returns of what has turned out to be a disappointing foray.

On paper, Chill has some compelling bands across mixers (the Fitch & Leedes ranges), energy drinks (Score and MiWater), niche softdrinks (Bashews), and mineral water.

The problem, though, is that competition in these beverage categories is intense – and likely to intensify if consumer spending starts to dry up. Compounding the problem is that Chill is up against formidable rivals – which, arguably, would have a lot more firepower if price war hostilities broke out...

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