S AFRICA: SABMiller targets females with fruit drink
SABMiller is launching a flavoured alcoholic drink targeted at female drinkers in South Africa.
The brewer's local unit, SAB Ltd, confirmed today (5 October) that it is releasing Sarita into the market. The alcoholic apple drink, blended from four apple varieties, will have an abv of 5.5% and will be available in 330ml flint glass bottles.
"Since the 1990s, South Africa has seen tremendous growth in the flavoured alcoholic drink (FAD) category. Women began to play a much larger role in consumption and the market opened up as a result," said the company's communications manager Michael Farr.
"SAB's FAD's have shown a steady increase as a percentage of our total portfolio over the past four years in particular, and we foresee this growth, and the growth of the premium beer segment, to continue in the medium term."
SAB has around 50% of the FAD market in South Africa. Sarita will complement SAB's current FAD range of Brutal Fruit and its two Redd's cider brands.
Sarita will be launched initially in selected outlets throughout South Africa, with the planned rollout to all districts in the New Year.
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