Three Ships Brand Guidelines
The Wellington whisky first blended in 1977.
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Two constants: a Three Ships navy, sailcloth and cask gold palette and a Maritime serif register. Abstract homage — not a Three Ships product or mark; no bottle, label or logo is reproduced.
Wellington
A whisky from a brandy distillery.
Three Ships is a South African whisky brand made at the James Sedgwick Distillery in Wellington, in the Western Cape, about an hour’s drive from Cape Town. The brand dates from 1977, when its first whisky, the blend now sold as Three Ships Select, appeared, according to a 2025 history of the brand in the American trade publication The Whiskey Wash. It was first produced by Stellenbosch Farmers’ Winery — the drinks company formed in Stellenbosch in 1925 by the American doctor William Charles Winshaw, Wikipedia says — and production moved to Wellington in the early 1990s, the same article says.
The distillery is older than the whisky. The Whiskey Wash says it was established in Wellington in 1886 by the sons of a British sea captain, and that it made brandies and fortified wines before it turned to whisky. A reviewer at the British site Whisky for Everyone gives the founder as J. Sedgwick & Co. and says the site has made whisky since 1990. Wikipedia notes that it distils both malt and grain whisky on one site, which is unusual; a 2025 report in Bizcommunity says the two are distilled separately, in copper pot stills and column stills, before they are blended.
Ownership followed South Africa’s drinks mergers. Stellenbosch Farmers’ Winery merged with Distillers Corporation on 4 December 2000 to form Distell, Wikipedia records. Heineken announced a plan to buy most of Distell in November 2021, and on 26 April 2023 said it had completed the purchase, combining Distell with Namibia Breweries and Heineken South Africa in a new Heineken majority-owned business, Heineken Beverages. Distell International, the group’s Scotch whisky business, became a separate company, CVH Spirits; the journalist Ian Fraser, writing in June 2023, listed Bain’s, Three Ships and Harrier as Distell’s “locally-produced whiskies.” Heineken Beverages South Africa was named as the brand’s owner when it won in London in 2025.
Colour
Andy Watts and the blends.
The modern brand is closely tied to one distiller. Andy Watts, an English former first-class cricketer who played for Derbyshire and then for Boland in South Africa, according to Wikipedia, took charge at Wellington in 1991 after training in Scotland, The Whiskey Wash says. In July 2016 Scotchwhisky.com reported that he had stepped down as distillery manager after 25 years to become Distell’s global head of whisky, while remaining master distiller for Three Ships and Bain’s; Jeff Green, process manager and distiller at Wellington since 2009, became distillery manager.
The range is built on blends of malt and grain. The Premium Select 5 Year Old was introduced in 1991, The Whiskey Wash says, and in 2012 it was named World’s Best Blended Whisky at the World Whiskies Awards, the competition organised by Whisky Magazine, according to the awards’ own published results. Single malts followed: the 2015 results list Three Ships Single Malt as the best African single malt, alongside a Bourbon Cask Finish blend.
The current Bourbon Cask blend, aged for at least three years in younger and older ex-bourbon American oak casks and bottled at 43 per cent, is dated to 2023 by The Whiskey Wash. In 2025 the World Whiskies Awards named it World’s Best Blended, its results page shows. Bizcommunity reported that the whiskies were judged blind and quoted Walters Uys, lead spirits intrinsic at Heineken Beverages South Africa, saying it was the third time Three Ships had earned a World’s Best title.
Limited editions have carried the distiller’s name. In July 2019 the branding and packaging agency Just Design said it had designed the pack for Three Ships Oloroso Cask Finish, a limited release that followed a Pinotage Cask Finish and was the third of Watts’s personal projects to reach the public; each bottle was hand-signed by him. The agency said its label highlighted the whisky’s age of eight years and that the outer box extended the brand’s iconography and told the story of the cask finish.
Typography
Design and documentation.
The seven brands in this group are South African brandies and whiskies: Klipdrift, Richelieu, Oude Meester, Van Ryn’s and Viceroy on the brandy side, and Three Ships and Bain’s Cape Mountain Whisky on the whisky side. All seven were brands of Distell, the Stellenbosch drinks group that English Wikipedia records was formed in 2000 by merging Stellenbosch Farmers’ Winery and Distillers Corporation.
They now share an owner for the same reason. Heineken announced its plan to buy most of Distell on 15 November 2021 and completed the acquisition in April 2023, placing those brands in Heineken Beverages, a new company that combined them with Heineken South Africa and Namibia Breweries. Distell’s Scotch whisky business, formerly Burn Stewart Distillers, was not part of it: it was spun out under Capevin Holdings and renamed CVH Spirits, the whisky writer Ian Fraser reported in June 2023, while South Africa’s own whiskies, among them Three Ships and Bain’s, are listed among Heineken Beverages’ brands.
Brandy in South Africa is sold in legal classes — blended brandy, which The Spirits Business described in 2021 as pot still brandy mixed with up to 70% unaged grape spirit, and potstill brandies aged for longer — and several of these names cover more than one class. Production is spread across the Western Cape: the Van Ryn’s Distillery at Vlottenburg, near Stellenbosch, makes Van Ryn’s and Viceroy, and Bain’s and Three Ships are distilled at the James Sedgwick Distillery in Wellington.
Each guide separates what independent sources record from what the company says about itself — its founding story, its owners over time, where its spirit is made and how its labels have changed — and marks plainly what rests only on the company’s own word.
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A maritime serif — Three Ships. (Specimen set in Playfair Display, a serif STAND-IN; NOT the Three Ships logo.)
Three Ships
A whisky named World’s Best Blended twice.
Three Ships sits inside a large South African portfolio. Wikipedia’s list of Heineken Beverages brands places it among spirits that include Klipdrift, Richelieu and Oude Meester brandies, Amarula cream liqueur and Bain’s Cape Mountain Whisky, which is made at the same distillery. Sedgwick’s Old Brown, a fortified wine that shares the distillery’s name, appears in the same company’s wine list.
Its record on the awarding body’s own pages is specific: World’s Best Blended Whisky in 2012 for the Premium Select 5 Year Old; best African single malt in 2015; and World’s Best Blended in 2025 for the Bourbon Cask. The brand’s South African website, threeshipswhisky.co.za, opens with an age check.
For the limited editions, Just Design described its approach as “sophisticated layering” to signal small-batch status.
For a design guide, Three Ships shows how a whisky can build a maritime identity far from Scotland and carry it through a change of owner. Compare Bain’s Cape Mountain Whisky, made at the same Wellington distillery, and Amarula, another South African spirit now owned by Heineken Beverages. For this guide we use a navy, a sailcloth cream and a cask gold with a serif, an unofficial interpretation; no product or logo is reproduced.
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Three Ships identity set
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