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The Marty’s story – crafting and building a beverage brand

The no/low beverage trend has inspired tremendous innovation – here’s the success story of Marty’s, a spiced tomato juice range, created by a South African brother-sister duo…..

Offering a new take on a tired category, entrepreneurial Cape Town siblings Martin and Paula Raubenheimer are enjoying a roll both locally and internationally with their Marty’s brand, a range of spicy tomato juices.

Here’s our Q&A with Paula Raubenheimer….

Martin & Paula Raubenheimer

Q: What inspired the creation of Marty’s Spiced Tomato Juices?

Paula: Marty’s roots are in my brother’s childhood passion for crafting the perfect tomato cocktail. Frustrated by the lack of innovation in this category, we saw an opportunity, a market gap, and embarked on a journey to redefine it, infusing our products with the same love and care that epitomised his childhood creations.

In a retail category that hasn’t seen a package redesign in decades, we quickly realised that as self-funded challenger brand, one of the most effective marketing levers would be to create an eye-catching product that stood out on shelf.

Since the brand’s inception, we have worked with the talented Cape Town-based graphic design team at Two Shoes who immediately understood that the product itself needed great design elements that evoked feelings of nostalgia, playfulness, as well as a nod to the product’s whole ingredients and South African roots.

Our goal has always been to encourage people to eat (or drink) with their eyes; to entice people to throw away any preconceived ideas about tomato juice and just taste a delicious and healthy product.

Q: Take us back to the genesis of the product on the shelves today

P: Like many businesses, Marty’s began in a garage. Our aim was to create a product with a clean ingredients list made from real, locally-sourced, whole produce. So, when we decided to make the very best spiced tomato juice, we knew that we needed to start at the very beginning – with tomatoes.

To attain the nectar of our dreams, we first borrowed a juicer. Later we transitioned to a modified hydraulic workshop press and food-grade buckets, and then upgraded to an apple hopper and wine press as small-scale tomato processing machinery doesn’t really exist.

The product has been through countless iterations and group tastings, and while Marty’s is no longer made in a garage, these lessons taught us about what we wanted and didn’t want in our finished product – notably different from those commercially available that are too thick and laden with sugar and/or preservatives. 

Q: How does Marty’s differentiate itself in the low/no market space?

P: Consciously lighter on the palate and far less chewy than other brands out there, Marty’s Spiced Tomato Juice and Virgin Bloody Mary are refreshing, packed full of delicious umami-forward spicy flavour. They are also vegan friendly, full of gut-loving apple cider vinegar (with the mother) and contain no added sugar, gluten or preservatives.

Marty’s success stems not just from intrinsic taste and brand qualities – a disruptive offering that provides a refreshing alternative for mindful drinkers seeking quality and taste – but also with a marketing focus on building meaningful connections with customers, via engaging marketing campaigns and collaborative social media partnerships with influencers and ambassadors.

Q: Where in South Africa can one find and buy Marty’s?

P: Marty’s is currently available countrywide in Food Lovers Markets, Spars, TOPS and independent cafes and retailers and is currently launching in Checkers and Pick ‘n Pay stores in both Gauteng and the Western Cape. We also have an online shop.

Q: You have bravely taken Marty’s into the UK market – how’s this working out?

P: I guess ambition triumphed fears! It’s been very challenging, especially as we were determined to maintain our authenticity over sustainability. To ensure a low carbon footprint, we chose to also manufacture in the UK, and reduce unnecessary food miles. And, happily, it has paid off. 

We’ve won accolades at the prestigious World Alcohol Free, Great Taste and Nourish Awards, to securing listings with renowned foodie establishments and online giants like Amazon, Marty’s is carving a niche in the UK’s beverage landscape.

With a focus on expansion and collaboration with like-minded brands, Marty’s aims to offer UK consumers a unique, umami-forward, vegan, and alcohol-free alternative that stands out in a competitive landscape.

Q: There surely has to be a great opportunity for you with airlines?

P: Absolutely! There’s scientific research supporting why so many people choose to drink tomato juice when on a plane. Umami is the only flavour profile that isn’t altered by both the altitude and noise of airplane engines. Except for umami, all other flavours (sweet, savoury, bitter etc) are dulled in the air, making umami-rich tomato juice the perfect drink of choice in the sky – and on land!

The Marty’s brand has recently garnered interest from several international airlines and we’re in talks with some major players for a 2025 launch into the sky. True to our roots though, Marty’s would love to partner with a local South African airline and certainly hope to do so in the very near future. 

Q: How do siblings manage to co-run a brand on two continents?

P: Key to the Marty’s team’s success has been our knowing each other’s strengths and weaknesses, allowing us to each to focus on the areas where we’re naturally stronger.

Martin’s first love is product development and innovation, while my expertise and mindset are more business-focused and growth-oriented. We also quickly identified areas where we needed guidance and external input, so in both markets we’ve partnered with strategic collaborators who manage our manufacturing, logistics, sales, distribution and merchandising.

Q: Your branding positioning claims to be big on sustainability?

P: Sustainability and environmental stewardship are not just buzzwords for Marty’s; it’s a way of life. By sourcing ingredients from local suppliers situated no more than 120km from our South African production facility, Marty’s reduces its carbon footprint while supporting regional communities. Our partnership with a food waste disposal company underscores this commitment.

We deliberately chose a South African bottling partner who supports its local community. They work with a manufacturing facility run by a farm-based support organisation situated in the Swartland which employs 23 staff members (with 84 dependents) from previously disadvantage communities. The organisation has transformed the impoverished rural West Coast and in the last two years has created 2 000 new jobs across the Western and Northern Cape.

In terms of packaging, we only bottle in glass in both markets. In the UK, we have a large -and a single-serve format and in South Africa we do a single-serve format only – this is based on demand and the manufacturing capabilities within each market.

For more info, visit drinkmartys.com