14 Mar 2021 Distell enters the hard seltzer game!
Vawter Hard Seltzer has been newly launched by Distell, a move that’s taken a surprising while for the market leader in the ready-to-drink (RTD) category in South Africa.
Vawter Hard Seltzer is a range of spirit coolers: sparkling water with a dash of vodka and infused natural fruit flavours, that Distell describes as “ideal for everyone looking for an alternative light alcoholic beverage that offers all of the Sunday-Funday with none of the Blue Monday”.
Vawter is not a new brand in the Distell stable – it was launched in 2008 (left) as a new “premium pure sparkling spring water cooler”, or “spring water with a vicked vodka undercurrent”.
The initiation of a brand drinks new category back then had one commentator predicting: …”The advertising launch of Vawter even played on the silliness of the name and also helped the consumer to pronounce it. The chances of this brand being alive this time next year are very slim…” It’s not clear how long it survived.
Back to today…
Hard seltzers have shown enormous popularity globally and the category is currently the fastest growing RTE segment as it offers a different, easy-drinking alternative to ‘lite’ beers.
Hard seltzers are leading RTEs in major markets like the US, Australia and the UK. Hard seltzers now account for 6%-7% of the US beer market, a position gained in just two years.*
In South Africa, beer accounts for 76% of total volumes consumed** which make seltzers a sizable market opportunity for Distell.
Vawter Hard Seltzer embodies the brand proposition of: ‘Hard Seltzer-Light Living’. Low in sugar, low in alcohol content (3.5% Alc), and with only 29 kCals per 100ml, the new range allows South Africans the opportunity to balance fun times with responsible choices, says Distell.
The range includes three natural flavours: juicy Grapefruit, refreshing Cucumber, and zesty Lemon & Lime.
Natasha Maharaj, Distell Southern Africa marketing director says, “The launch of the exciting new Vawter range, as the first scale Hard Seltzer in South Africa, was an easy decision for Distell. We have seen the trend of moderation; conscious consumption and mindful-living become an increasing priority amongst South Africans.
“The Vawter Hard Seltzer range was crafted to meet this consumer need, and deliver refreshing and natural fruit flavours that allow for a balanced lifestyle without compromising on good times.
“The brand will launch with a full through-the-line campaign, with the objective of driving mass awareness of the unique benefits, with a broad unisex audience looking for an alternative to ‘lite’ offerings on the market.”
Vawter Hard Seltzer, is available at leading retailers nationwide in two convenient can sizes: a 440ml four-Pack at only R69.95; and 300ml six-Pack at only R79.95.
Source: www.distell.co.za