‘Building better businesses’ has been Ethos’ 32-year mantra. We invest in innovation. We invest behind African brands. And we invest for growth.
In LGB, Ethos identified a youthful African business with entrepreneurial flare.
However, we also recognised that additional strategic and operational expertise would be required to accelerate the business’ growth path to reach full potential.
Established in 2006, LGB’s founders started their small carbonated soft drinks business in the industrial heartlands of western Johannesburg. Over the next 10 years, they reinvested profits back into the business to grow sales and production capacity and established the Refreshhh! brand.
Today, LGB occupies an impressive share of the carbonated soft drinks, mineral water, mixers and energy drinks market, including private-label beverages for leading retailers. Their products are available throughout South Africa, Botswana, Mozambique, Zimbabwe, Swaziland, Namibia and Lesotho.
In line with Ethos’ strategy, LGB’s business processes, people and brands will now receive enhanced focus and investment. The first step being the introduction of a new CEO, Mike Benjamin, who joins following a 17-year career at SABMiller.
Together, the newly aligned executive team and Ethos’ investment and Value Add professionals are intent on delivering product innovation, effective supply chain management and geographical expansion to surpass existing customer expectations and serve the underserved consumer.
In short, we intend to outgrow the ‘little’ in LGB’s name!
As South Africa’s largest private equity manager, Ethos has proudly invested into some of our nation’s best-loved brands, including: Twinsaver, Wimpy, Alexander Forbes, Tiger Wheel and Tyre, Nola, Defy, Cobra, Sportsman’s Warehouse, Plumblink and Autozone.
Today, we toast South African entrepreneurship and welcome another flourishing business to the Ethos family.