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Distell adds Extreme Energy to its non-alcoholic portfolio

Distell’s Hunter’s Extreme Energy cider brand is now available without the hit of alcohol, joining Savannah and Hunter’s Chilled in this on-trend line-up.

“South Africa is seeing a shift in the consumption of energy drinks, with consumers looking for ways to achieve an energy boost in their social occasions including those moments when they choose not to drink or prefer to drink less,” says marketing manager, Morne van Greunen.

“This is also a growing trend across the drink’s category, with more and more consumers of spirits, wine and beer looking for low or non-alcohol alternatives for conscious consumption or moderated lifestyle choices.

“We understand the consumer trends behind this shift – and this is the impetus behind the launch of the exciting new Extreme Energy non-alcoholic variant that complements our existing range of alcoholic beverages. 

“We know that people with busy lifestyles want to stay on the pulse and enjoy the same refreshing apple taste and energy kick during those occasions where the moderation and control trend is growing.  

“Our new Extreme Energy Non-Alcoholic variant is there with the energy they need – whether they’re out on town or looking for a refreshing and delicious drink at home.”

The new Extreme Energy Non-Alcoholic variant is apple ale that is de-alcoholised to remove the alcohol to less than 0.5%, to deliver the same crisp and refreshing apple taste with all the energy kick derived from caffeine and taurine.

The product will be on shelf from June 2021 onwards at leading retail outlets across the country at R99.95 per pack of 6 and at R18.00 per unit (RSP).

It is available in a convenient and sophisticated 300ml slender can.

Source: Distell

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