Brand 2 Consumer (B2C) is a pioneering independent sales, marketing and distribution company, with a focus on premium international liquor brands. B2C was launched in March 2015 as a fully independent company working closely with world– leading premium brands across all the international liquor categories including Premium Beer, Cider, Spirits and Wine categories. B2C offers increased choice to the SA trade and the consumers in the growing emerging market. The company is unique for independent liquor distributors in the South African context in that it services international premium liquor brands at scale into the premium On-trade in both Main and Formal markets and strengthens this with strong retail distribution support. B2C is a joint venture with Maritime & Mercantile International (MMI),a subsidiary of the prestigious Emirates Group. MMI is one of the world’s leading independent distributors of premium beverages in emerging markets. MMI, its subsidiaries and joint ventures have operations in over 40 countries across four key geographical regions; the Gulf & Middle East, East Africa, Indian Ocean and South East Asia, and now Southern Africa through B2C