Covert Distributions joins Simola Hillclimb partner portfolio

Press release by: Simola Hillclimb

  • An Official liquor partner of the Simola Hillclimb
  • Exclusive Whiskey, Vodka, Gin, Cachaça, and Rum Partner to the event

 

KNYSNA, South Africa, 23 March 2018 – The Simola Hillclimb has added Covert Distributions to its growing portfolio of partners to the event. In a three-year deal Covert has signed up as an official liquor partner of the Simola Hillclimb with category exclusivity as the Official Whiskey, Vodka, Gin, Cachaça and Rum suppliers to the event.

Covert is a boutique liquor distributor that specializes in unique premium spirits for a discerning market. It has acquired the Southern African distribution rights to the global award-winning Arbikie brand of Whiskey, Vodka, and Gin.

Arbikie Highland Estate, perched on the east coast of Angus, Scotland is a working farm that is family-owned by three creative fourth-generation farming brothers. With each step of the distillery process completed on the farm, it has the manoeuvrability to experiment with different barley strains and seasonal variations, securing its reputation as one of Scotland’s most experimental distilleries.

The distillery is a genuinely single-site operation – the ingredients for all its spirits are planted, sown, grown, and harvested within an arms-length of the distillery. This centuries-old method of making spirits is increasingly rare as big companies produce spirits as a global commodity. It is this traditional ethos the brothers have returned to.

The mountain-filtered water is taken from the farm’s underground lagoon. Records show distilling on the farm date back to 1794 – it is the farm-to-bottle culture used by these ancient distillers that inspired Arbikie’s distilling ethos. The Arbikie Highland Estate has always been farmed with absolute respect for the land.

“As South Africa’s premier motoring and motorsport lifestyle event our brand is important to us and we therefore select our partnerships carefully based on the brand fit. Covert and Arbikie both play in the premium product space so they match our criteria perfectly. Covert is also a dynamic young company that is out to disrupt the status quo in its industry, which is the path we took with the Simola Hillclimb when we started out ten years ago and continue to follow to this day,” says Ian Shrosbree, managing director of Knysna Speed Festival, the owners of the Simola Hillclimb.

“For us it is all about offering all our customers – the spectators, competitors, sponsor partners and media – an awesome experience that they will remember year after year. Giving them the opportunity to sip on global award-winning products while watching and enjoying the on-track action is all part of this focus. We are sure that consumers will love the flavours of Arbikie’s range of products.”

“Covert are huge fans of this event, and therefore very excited to become an official liquor partner with the Simola Hillclimb through 2020.  We look forward to showcasing our premium products to the elite motor racing community of South Africa in arguably the most exciting event of the racing calendar,” said Covert director Douglas Oberwartmann.

 

The Simola Hillclimb takes place from 3-6 May in Knysna.

 

For more information, visit: www.jaguarsimolahillclimb.com             #JaguarSHC