SOUTH AFRICA – Energy drinks in Africa have transitioned from an aspirational product sold exclusively in retail outlets and service stations to finding everyday relevance.
Tapping into the growing sector, North America’s third-largest energy drink, Bang Energy, has partnered with SG Gateway Services to distribute the brand in South Africa.
Its initial launch in the country features Star Blast, Frosé Rosé, and Rainbow Unicorn variants, which are now available from leading retail stores across the country, targeting health and fitness enthusiasts, athletes, gamers, extreme sports lovers, healthcare workers and more.
According to Research and Markets, energy drinks sales in South Africa registered a 15.96% compound annual growth rate (CAGR) from 2015 to 2020.
Sales also surpassed R 11,343.9 million (756 million USD) in 2020 alone. This growth rate is nearly three times the US average for the same period.
“It is with unbridled enthusiasm that I announce Bang Energy’s partnership with SG Gateway Services to distribute Bang to the people of South Africa.
“Bang Energy is responsible for the reinvention and revitalisation of the current sugar laden / health robbing energy category by introducing sugar-free ‘performance energy’ along with the creation of outrageous and delicious new flavour profiles that we are honoured to bring to the country,” says Bang CEO and Chief Scientific Officer, Jack Owoc.
Bang Energy was founded in 1993 by Jack Owoc with a goal to produce the highest quality, science-backed sports supplements, and performance beverages in the world.
This new partnership marks its availability on all six continents around the world including North America, South America, Europe, Asia, Australia and now Africa.
The revolutionary carbonated energy drink with zero sugar, zero calories, zero carbs and no artificial colourants, contains 160mg of caffeine per 500-millilitre serving – equivalent to approximately 1.5 cups of coffee – along with B-vitamins.
“We are delighted to launch this epic brand in South Africa. Bang has pioneered the performance energy segment and attracted the next generation of energy drink consumers.
“We are confident that Bang will be a welcome disruption to the energy category in the country, delivering great-tasting drinks in striking packaging and giving consumers a superior and ‘cleaner’ energy alternative,” said Nicole Lee Irwin, National Key Account Manager at SG Gateway Services.
SG Gateway Services is an integrated end-to-end solution for FMCG brands to efficiently reach all sectors of the South African FMCG landscape, whether formal retail, wholesale, or convenience.
It operates as a single point of contact for multi-national principals and provides them with a range of services that include importation, customs clearing, warehousing, distribution, sales and merchandising, key account management, promotions, and market intelligence.
The energy drinks market in Africa has showcased rapid growth in the recent years, attracting both local and international investors.
Earlier in the year, Ares Gida, Turkish energy drink manufacturer, entered into a sole distribution agreement with Frisson Nigeria Limited to introduce one of its famous brands Power Black, in the West African market.