UK: Savanna cider sales double

By just-drinks.com editorial team | 9 May 2007

The Savanna cider brand has doubled its sales in the UK in the 12 months to the end of February 2007 compared to the same period last year.

Speaking yesterday (8 May), the brand's distributor Babco said that its success was due to the brand's distinctive clear bottle and 'fun' image, which sets it apart from many other products.

Babco director Chris Bowen added: "It's premium positioning appeals to Britons who enjoy the offbeat humour used to communicate the brand message. They are also very much drawn to the South African provenance of Savanna and the warmth and sunshine of the country. They seem to like that it's a very cool beverage from, what they perceive as, a hot country."

The Distell-owned cider brand, originally introduced into the UK five years ago, is now listed in over 1,000 retail outlets, including Tesco, Somerfield, Spar and Threshers stores and Nando's restaurants.

The Savanna brand is also sold in Italy, Germany, Ireland and the US.

Sectors: Beer & cider

Companies: Distell