04 Dec 2024 Teazy debuts into SA’s premium RTD market
South Africa’s alcoholic ready-to-drink (RTD) market has a new home-grown player… here comes Teazy…
Blending the rich, earthy notes of Rooibos with a premium vodka base, Teazy is claimed as the first hard ice tea brand in SA.
So goes the PR: “Crafted entirely in South Africa, Teazy delivers more than just a drink; it’s an experience that celebrates local heritage with an innovative twist. Bold and unapologetically different, Teazy stands out as an original in the RTD market.
“With each sip, drinkers reconnect to their roots, embodying the spirit of a South Africa that is both classic and adventurous. Teazy combines a playful nod to local pride with a smooth, velvety finish.”
Teazy’s available in three flavours: Mixed Berry, Peach, and Passion Fruit. Each can contains only 110 calories, making it a lighter alternative for health-conscious consumers.
The product and brand owner, Jonty van As, stresses its local-is-lekka credentials: “Teazy brings a distinctly South African flavour to the RTD category, supporting local industries by keeping our production exclusively within the country,” he says.
“From the Rooibos tea to the premium vodka base, every component is locally sourced and crafted, celebrating South African expertise and quality with every can.”
A market – and brand – on a trajectory
The RTD and beverage market in South Africa is on the rise, with a projected annual growth rate of 5.19% from 2023 to 2028, expected to reach a market size of $24.47-billion by 2028.
“We’ve launced Teazy at an opportune time. South Africa’s RTD market is sustained by a youthful, dynamic middle class and a growing base of female consumers seeking convenience without compromising quality,” Van As notes. (See more on the marketing rationale behind Teazy here)
The nascent brand has already achieved remarkable success, winning five awards across its three flavours. Each flavour earned gold at the Intercontinental Spirits Challenge, with Peach and Wild Berry also taking gold at the Michelangelo Spirit Awards.
As Van As notes: “To put it into perspective, no other RTD has won an award in South Africa – we’ve won five!”
For more details, check the results here: Michelangelo Spirit Awards
Launching with a Golden Kiss
In a landscape where experiences often hold more value than material goods, Teazy’s launch campaign – “Golden Kiss” – aims to foster deeper connections with consumers by offering something out of the ordinary.
Hidden among 110,000 cans distributed nationwide are just 15 Golden Kiss cans, each featuring a unique code redeemable for R25k. The shimmering golden liquid inside sets these cans apart, making each sip a Golden Kiss experience.
“The Golden Kiss isn’t just a prize,” says Zander Matthee, CMO of Teazy. “It’s an invitation to discover something special. By offering a premium product wrapped in an experiential marketing campaign, Teazy showcases how exclusivity can drive consumer interest and purchasing behaviour in the RTD market.”
Teazy is available at Checkers Liquor stores.
Source: Teazy