Company name: Distell Group
Product type: Hard Seltzer
Innovation: New Product
Distell Group, leading producer of wines, ciders, spirit and ready-to-drinks beverages in Africa has launched hard seltzer in the South African market, the alcoholic sparkling water that has been hugely popular in the United State and Europe market.
A market innovator, Distell has introduced the Vawter Hard Seltzer a first of its kind in SA, combining sparkling water with a dash of vodka and infused natural fruit flavours, ideal for everyone looking for an alternative light alcoholic beverage.
The new offering contains low alcohol content with an ABV of 3.5%, low sugar and low calories with only 29 kCals per 100ml, aimed to give South Africans the opportunity to balance fun times with responsible choices, reports Urban Lifestyle.
The range includes three deliciously-fun and refreshingly-light natural flavours: juicy Grapefruit, refreshing Cucumber, and zesty Lemon & Lime, available at leading retailers nationwide in two convenient can sizes I.e., 440ml and 300ml.
“The launch of the exciting new Vawter range, as the first scale Hard Seltzer in South Africa, was an easy decision for Distell. We have seen the trend of moderation; conscious consumption and mindful-living become an increasing priority amongst South Africans.
“The Vawter Hard Seltzer range was crafted to meet this consumer need, and deliver refreshing and natural fruit flavours that allow for a balanced lifestyle without compromising on good times,” said Natasha Maharaj, Distell Southern Africa Marketing Director.
The brand will launch with a full through-the-line campaign, with the objective of driving mass awareness of the unique benefits, with a broad unisex audience looking for an alternative to ‘lite’ offerings on the market.
Hard Seltzers have shown enormous popularity globally and the category is currently the fastest growing ready-to-drink segment as it offers a unique, easy-drinking alternative to ‘lite’ beers.
In South Africa, beer accounts for 76% of total volumes consumed which make seltzers a sizable market opportunity for Distell.
As a first in the South African market, industry competitor AB InBev is also set to introduce its Flying Fish Seltzer by April, giving consumers more options to choose from.
Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro industry. SUBSCRIBE HERE