The premium UK cider market is set to get South African competition with the off-trade launch of Savanna Dry.
The brand has been listed in the UK on-trade for 18 months, and has just been launched into the off-trade, commencing with a listing in Tesco (rsp: £1.29).
“We had so many enquiries from consumers asking where they could buy the brand that we started investigating the off-trade,” said Chris Bowen, MD of importer and distributor Babco UK. “It had a really good reception in the on-trade and I think the rise of brands such as Magners has helped.”
The 6% abv Savanna Dry claims to differentiate itself from the competition through its distinctive taste, sourced from South African Granny Smith apples, and through its positioning as a cider drunk straight from the bottle with a lemon wedge in the neck.
“It’s a whole different experience with a distinctive medium-dry taste,” said Bowen.
The launch will be backed by a £750,000 trade and consumer press spend through next year.