03 May 2017 Hunter’s EDGE, new variant in Distell’s leading cider brand
Distell has added a new variant to its popular Hunter’scider brand, the leading one in Africa, which it has dubbed “an innovative new hybrid category breaker, for those who want to discover something different”.
Here is the press release:
With a rich, golden colour and a distinctively smooth taste, this refreshing cider which is balanced with the taste of real hops, gives men what they want to hit the spot.
Breaking barriers for the first time in South Africa, EDGE delivers the first gulp refreshment of cider at the start and the full-flavoured taste of hops to the very last sip.
“EDGE is for every social occasion that brings together what unites us. Created for those who like to explore the new and unconventional. For those who are bold, individual and confident to choose both the crisp refreshment of cider and easy drinking taste of hops,” says Maijaliina Hansen, global marketing manager.
When asked what makes this new offering stand out, Maijaliina says: “What makes EDGE different is that it is real. Real cider combined with real hops extract. EDGE delivers bold masculine packaging and a real hops taste. The quality is undeniable.”
EDGE features an embossed bottle, premium blue and gold colours with a rich blue foil to lock in freshness.
It’s designed to stand out from the crowd and created to satisfy the taste of unconventional explorers, who aren’t afraid to push boundaries and break barriers.
EDGE is now available in store in 330ml bottles and 440ml cans and is available in both 6 and 12-pack formats.
EDGE will engage consumers through a national tasting drive with free sample cans, visibility and in-store activations, premium events in the on-trade, and influencer targeted digital and PR support at launch.
This will be backed by a through-the-line campaign with television, radio and out-of-home awareness, national large-scale events, in-store promotions, on-going premium visibility and the launch of the returnable 660ml bottle in 12 pack crates in July 2017.
The Hunter’s range also includes Hunter’s Dry, Hunter’s Gold, Hunter’s Lemon and Hunter’s Export.