Company name: South African Breweries

Product type: Hard Seltzer

Innovation: New Product

SOUTH AFRICA – Hard seltzers, the low-calorie alcoholic sparkling water beverage that has recently disrupted the global low-alcohol market has landed in South Africa.

Keeping to its true nature of introducing new innovative offerings in the South African alcohol market, South African Breweries (SAB) subsidiary of AB InBev is set to launch Flying Fish Seltzer in the country.

The Flying Fish brand created the country’s first flavoured beer and this time round it is once again challenging category stereotypes and building a new beverage category featuring sparkling water, low alcohol content and a dash of fruit juice with low sugar and calories.

The 5.5% ALC/VOL drink with 0.5g sugar/100ml and 35 calories/100ml, Flying Fish Seltzer comes in a premium 300ml slim can with two flavour varieties: lemon and lime and raspberry.

Set to hit shelves by April 2021, the beverage will be available to purchase at selected Pick ‘n Pay Liquor stores nationwide and online on the Pick ‘n Pay portal or through Bottles.

“At SAB, we constantly strive to innovate and grow the products and services of tomorrow. We are delighted to bring a quality hard seltzer into the market.

“Our ambition is to grow this category with one of our premium and well-liked brands – Flying Fish. A brand in our portfolio born to bring new and exciting category experiences and now brings SAB’s first hard seltzer,” said AB InBev ZX Ventures Director Zintle Botha.

The hard seltzer sensation began in the US and is spreading around the world at a fast pace as it is a light and easy-drinking beverage with great fruity taste and real refreshment as consumers shift from high alcohol content drinks.

The market has seen such phenomenal growth that now everyone wants a piece with players like Heineken, Coca-Cola, Molson Coors and Somersby introducing new products under the beverage category.

At the beginning of 2018, just 10 hard seltzer brands were on the market, according to a Nielsen report, a number that rose to 26 brands by early 2019. “More than 65 brands are now fighting for consumers’ attention and purchase,” highlights Nielsen.

According to Allied Market Research, the hard seltzer market size was valued at $3,831.9million in 2019, and is estimated to reach $10,921.9million by 2027, registering a CAGR of 12.7% from 2021 to 2027.

Once the Flying Fish Seltzer hits the market, SAB will be going in for the market alongside Distell who has also launched its new Vawter Hard Seltzer brand. Click HERE to read all about it.

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Video Source: ZX member at Anheuser-Busch InBev on LinkedIn