28 Jan 2008


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Savanna Cider reports sales growth

Savanna

alcoholic drinks

beers lager and cider

Source : Savanna
Savanna, the premium bottled cider from South Africa, has reported increased year on year volume sales of 130%, repeating the sales growth of last year; and it continues to be one of the fastest growing premium cider brands in the UK.

The brand is now listed in over 1,000 outlets - including Tesco, Sainsbury's, Somerfield, Threshers, the Walkabout chain, Nando's restaurants and other leading-edge bars and restaurants.

Anthony Mills, Head of Marketing for Savanna across Europe, said: "The continued growth in sales of Savanna demonstrates its appeal to Britons' taste buds. It has also secured a definite place in the UK cider market, particularly among the more 'edgy' and trendy bars."

"We have some aggressive sales plans for the product over the next 12 months and last year saw a great deal of effective innovation, such as our Chill Pack."

The fastest sales growth in the UK for cider is within the grocery multiples which experienced a 31% increase year on year with the two biggest contributors to this increase being Tesco up 37% and Sainsbury's up 33%.

Originally introduced into the UK six years ago in response to requests from the expanding expatriate South African community, Savanna's recent rapid growth is attributed to increased distribution, heavy marketing support and the buoyant cider sector.

Savanna is being supported by a heavy marketing campaign that includes advertising, in-store promotion and some imaginative sponsorship tie ups. Recently Savanna was a sponsor of the Comedy Awards, hosted by Jonathan Ross and it is currently enjoying sponsoring the bar at the hugely successful Afrika!Afrika! at The 02.

Mills said: "Part of our marketing remit is to find exciting events that attract our target audience. We are looking for experiential marketing opportunities where the aforementioned audience can experience the brand in a stimulating and beneficial manner."

The total value of the UK cider market is £1.7b, which is an increase of 22% over the year; this is made up from the sale of 606m litres a year, an annual increase of 17.8%. Off-trade accounts for 58% of the business, a 21% increase over the period; and 42% is accounted for by on-trade, an increase of 14%.

Mills said: "The cider market is very healthy in the UK. The range of tastes and products within the category is its strength as they appeal to a wide and varied audience. The premiumisation of the category is also a major factor in the category's expansion, with average prices increasing 6.3% over the year."

For instance, whilst many ciders are poured over ice Savanna is more usually drunk straight from the 330ml bottle and served chilled with a lemon wedge in the top. Many of the cider brands are developing their own idiosyncrasies.

Savanna is the leading South Africa cider brand with an annual growth of 60% and it is owned by Distell, the largest South African drinks group.

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