South African tea attracts international investment

Within 14 months, the brand has established national distribution in over 1200 outlets including Woolworths, Makro, Engen forecourts and a wide range of delis, bars, restaurants and canteens across South Africa.

With this backing of major investors, it now has the capacity to realise its global ambitions and, once the local market is consolidated, the brand will venture into the international beverage space.

The company's co-founders, Grant Rushmere and Richard Bowsher, have received product design accolades and industry awards.

"We are in effect trying to execute a land grab - for Bos to lay authentic claim to global leadership in the Rooibos-based ice tea market worldwide," comments Bowsher.

"What attracted Invenfin initially was the marvellous brand that it has developed. Backing up that distinctive brand is the excellent product itself, the range is high quality and healthy and we believe it is well positioned to address the global trend towards healthier soft drinks. Critical for Invenfin in making its investment decision was the strength of the team, which contains experienced entrepreneurs who we believe can achieve the company's' big plans. The ice tea market globally is huge and growing strongly and we think the brand will travel well internationally," confirms Joe Kieser, Invenfin director. He has a deep understanding of the soft drink industry and its trends after he spent six years with the Coca Cola Export Corporation and directly consulted to the group for more than 20 years.

New brands, high growth

The recently launched range of designer cocktails BOS Boomslang, BOStardo and BOSbaby are making healthy, sexy and fun. As these are non-alcoholic products, all the cocktails are pleasant on their own but also offer a fresh alternative to the common mixers.

The ready-to-drink ice tea market is the second fastest growing category in the global soft drink market sitting only behind Asian specialty drinks and is forecast to grow over 40% over the next five years. At 8% growth per annum, the ice tea segment is significantly outpacing the energy drink market, which is trailing at 4% per annum.

For more information, go to www.bosiectea.com.