News

Edward Snell & Co. wins 2025 Advantage Survey Spirits Supplier of the Year Again

Thursday, 18 December 2025

By ANDRIES KRUGER

Commercial Director Edward Snell & Co.

 

 

Edward Snell & Co. is proud to announce that it has been awarded the 2025 Advantage Survey Spirits Supplier of the Year, the second year running that the company has received this distinguished honour (also awarded in 2024). In addition, we were honoured with the title of Most Trusted Supplier, a recognition that carries significant weight.  This recognition comes via the annual Advantage Group Africa “Voice of Retailers” programme — a respected and data-driven survey that collects feedback from national wholesalers, retailers and distributor groups within the Spirits sector. The Advantage Report has long served as the global benchmark for measuring, tracking, and improving Business-to-Business performance within the FMCG sector.

 

A Testament to Our Values: People, Partnerships and Principled Performance

Winning this award for two consecutive years is a powerful validation of the values that guide our business every day. Our retail partners’ feedback consistently highlights Edward Snell’s commitment to building strong, collaborative relationships: “despite industry challenges, they remain engaged and proactive in supporting our partnership.”  Our commercial team has also been lauded for their Consistent Execution & Reliability despite a tough trading environment. Despite premium-spirits supply-chain constraints and market headwinds, we continue to deliver with consistency and adaptability, earning praise for our responsiveness and reliability.

 

For Edward Snell & Co. the 2024 and 2025 wins demonstrate sustained excellence across customer service, logistics, execution and relationship management,  and position us as a benchmark for supplier-retailer collaboration in South Africa’s spirits industry.   “As a proudly independent South African business, emerging as the number one supplier amongst global multinationals within our industry speaks volumes about the respect and trust we’ve built across the value chain. Trust is earned, not given, and this award reflects the collective dedication across every department at Edward Snell.”

 

What the Award Reflects

According to Advantage Group International (AGI), the parent of Advantage Group Africa, the Advantage Awards — now rolled out globally across more than 40 markets — are the gold standard of business-to-business performance recognition. Winners are selected based on direct feedback from business partners, reflecting how performance, reputation and value are perceived across the value chain. (Advantage Group). In practical terms, being named #1 supplier in a category signals best-in-class performance in areas such as trust-building, supply-chain execution, collaboration and digital leadership. (Advantage Group)