SAB launches new flavoured alcoholic drink

Sarita is positioned as an exclusive and superior quality alternative alcoholic beverage, blended from four apple varieties. The new product is aimed predominantly at the lucrative female consumer market, with packaging receiving especial attention. It is being made available in 330ml flint glass bottles with an easy-to-open rip tab.

SAB communications manager Michael Farr said that consumer research had revealed insights that formed the basis of the new product launch. Sarita will complement SAB's current FAD range of Brutal Fruit, with its five variants and its two Redd's cider brands.

Women's larger role

"SAB's first entry into the flavoured alcoholic beverage market started in 1996, with the launch of Redd's Premium Gold. Since the 1990s, South Africa has seen tremendous growth in the FAB category. Women began to play a much larger role in consumption and the market opened up as a result. Ciders were the initial key in the category, but trendy spirit coolers and designer alcohol beverages soon became popular. With this potential in sight, SAB launched Brutal Fruit in June 2002.

"SAD's FAB'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."

There has been a significant positive shift in female consumption of beer and SAB expects this to continue. Currently, the male consumer is still dominant by some margin. However, on products like Brutal Fruit, the female consumer is dominant and with cider and related FADs, the female consumer is significant.

FAD consumers demanding

"FAD consumers tend to be fairly demanding in consumer choice and innovation and as a result, can tend to be expensive to market to. Consumer insights become very important to be able to keep up with the changing demands and trends," adds Farr.

Sarita will be launched initially in selected outlets throughout South Africa, with the planned rollout to all districts in 2007.