The sixth largest cider brand in the world, Savanna, originally from South Africa, has been growing in popularity across the UK. Initially known and loved by South Africans living abroad, who saw it as a link to home, the UK is now Savanna’s third largest market, says Amy Burns, Marketing Manager at Distell.

Recently awarded the bronze medal for taste at the International Cider Challenge, Savanna Dry stands out in a market saturated with sweet cider. The double chilled, triple filtered drink provides consumers with a unique crisp taste.

Always innovating, Savanna has recently also launched Savanna Cross. A distinctively smooth cider with real hop flavour, Cross provides cider and beer drinkers with something a little bit different while still retaining the refreshing taste Savanna is known for.

Consumers are always looking to experiment and discover new products, with the line between different categories, such as beer and cider, becoming increasingly blurred. In line with current consumer trends around craft and the growth of the 330ml pack format (Kantar Worldpanel Data 2017*), Savanna recently launched a new expression: Savanna Cross. A distinctively smooth cider with a real hop flavour, Savanna Cross is aimed at cider and beer drinkers, looking for something a little bit different. A harmonious blend of the unique aroma and finish of hops, with the smooth and crisp undertones of refreshing cider, we think it’s the perfect balance.

Amy Burns at Distell says retailers should look for brands with strong provenance and a unique offering, instead of selling purely mainstream products, for example, expanding their cider range to include international products such as Savanna.

Ensuring consumers achieve maximum satisfaction, retailers should stock a chilled range of ready to drink products. Chilled bottles and cans of cider are particularly popular in the warmer summer months as consumers look for a refreshing alternative, which Savanna addresses through its everpopular product Savanna Dry.

In a market saturated with sweet, and at times sickly, cider, Savanna Dry stands out. Doing exactly what it says on the tin, the double chilled, triple filtered cider provides consumers with a crisp taste instead of being overly sweet, offering consumers an alternative cider experience. At the end of a long hot day, nothing beats a cold, crisp Savanna to refresh the palette and unwind.

Retailers should also ensure they are catering for all consumer needs, particularly over the summer period when consumers might be looking for drinks to take to events/BBQs/festivals etc., by providing key products in a range of formats. Savanna Dry, for example, is available to purchase in 500ml bottle, 330ml bottle and 440ml can format, catering to all needs.

This year Distell have invested over £1m in marketing Savanna across the UK, increasing brand awareness through a variety of mediums including traditional PR; creating UK-focused social media channels; out of home advertising in key cities across the country; sponsorship of Saracens rugby team; as well as through branded taxi wraps in Edinburgh. They are looking to increase brand awareness with consumers and trade outlets across the country, before ramping up this activity even further next year.

*Source: Data from 52 w/e Kantar Worldpanel data 26/2/2017 showing increase in 330ml can penetration for the cider category overall rising from 40% in 2014 to 80% in 2017.


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