New drinks for local aspirational set
Seltzers and frizzante about to make a splash
So you’ve heard about hard seltzers and frizzante, but what exactly are they? Worry not, here is a breakdown of the new drinks on the block.
A frizzante is a lightly sparkling beverage. It is made using the charmat method, a sparkling wine-making process which “traps” bubbles through carbonation in large steel tanks.
Rapper, actress, model and television personality Boity Thulo recently launched a frizzante called BT Signature, a cider-based, sparkling peach-flavoured fruit frizzante.
She collaborated with wine maker Matthew Krone. They formed BTMK Beverages in 2019, of which Boity is a major shareholder and director. She’s made a mark in the alco hol industry by being the first celebrity brand offering a nonalcoholic option. The drink is targeted at the young and fashionable. BTS Signature is available in alcoholic and nonalcoholic four-packs and is also sold singly in bottles.
Another offering in the ready-to-drink market is Distell’s hard seltzer, Vawter. A hard seltzer is a blend of sparkling water, alcohol and fruit flavours.
The drink was around in SA in 2011 but was discontinued. The reason for its return is that the market is ready for it, according to Natasha Maharaj, marketing director for Distell Southern Africa.
“The trends of conscious consumption, moderation and mindful living are on the rise in SA; we have made the strategic decision to bring the brand back. But this time it is reformulated to be lower in calories, lower in sugar, lower in alcohol and cheekier than ever,” she said.
The company is positioning the drink as an alternative to “lite” beer for the SA market, something it has seen happening overseas.
“Hard seltzers are leading in major markets like the US, Australia and the UK. Hard seltzers now account for a 6% to 7% share of the US beer market, a position gained in just two years. In SA, beer accounts for 76% of total volumes consumed, which make seltzers a sizeable market opportunity for Distell,”