Shaken not stirred, in a box

Ciao, a ready-to-drink cocktail in a box, is launching in South Africa, as KWV South Africa expands into the growing Ready-To-Serve (RTS) market with the launch of the new product, described as the first fruit-based, locally produced and bottled RTS product in the country.

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The expansion forms part of the company's plans to grow its market share in South Africa and to meet the increasing demand for a good quality, reasonably priced product in the RTS market.

"Inflation is making an impact on how South Africans spend their money and the option of entertaining at home is becoming a more attractive alternative. This gives the RTS market an opportunity to really connect with consumers, as they demand good quality and reasonably priced products when they entertain friends and family at home," says innovations director for KWV South Africa, Gareth Haarhoff.

Booming market

The South African RTS market, also known as the Flavoured Alcoholic Beverage (FAB) market is steadily booming. With a 358%* growth over six months from October 2010, the market demand presents a great prospect for growth across KWV's current product portfolio.

"As one of the leading wine and spirits producers in South Africa, we believe the local RTS market holds huge potential," says Haarhoff. "The launch is part of KWV's growth strategy from R700 million market capitalization, to R2 billion."

The drink, an infusion of real fruit juices with a selection of spirits will be available in 2 litre boxes in three variants - Appletini (gin and apple), Yellow Cab (brandy and orange) and Paradise Bliss (vodka and passion fruit) - all with 6% ABV and retailing for approximately R69.65 at national outlets.

*Nielsen Data June 2011