Iced tea year of support

13 Jul 2011

South Africa's ice tea brand Bos is celebrating a year of trading in which it has seen its product grow, break into the international market and establish itself as a caring party brand. Initially launched in Cape Town, it now has a national presence through major retailers, specialist stores and coffee chains and has entered the French market through La Grande Epicerie.

"The goodwill and support that we've experienced has been amazing and has given us the sense that people are willing and wanting to get behind South African brands," says BOS co-founder Grant Rushmere.

"We've been grateful for the level of enthusiasm from clients, retailers, the media and the public who have supported us and expressed appreciation for our product and the concept - the whole package."

International interest

In March 2011, a writeup by New York-based magazine www.coolhunting.com resulted in further international interest from the US and Australia to Europe and the Middle East, ultimately leading to Parisian food market La Grande Epicerie now stocking the brand.

Bos also made it to the finals in the Design Indaba's Most Beautiful Object in South Africa 2011 award and its Bos Tea House won the Most Green Stand award at Decorex.

Brand philosophy, positioning

As part of communicating its brand philosophy in original ways, it has become known for its out-of-the-box sampling stunts. An example is its giraffe promotion, where people in giraffe costumes rode through town on bicycles, handing out ice teas to the public.

As part of its brand positioning as being representative of a South African way of life, Bos has supported festivals and events, such as Up the Creek music festival, the Flamjangled Tea Party and the Rocking the Daisies music festival. It recently sponsored the Freedom Challenge Race Across South Africa - an epic 2300 km off-road mountain bike journey from Pietermaritzburg to Cape Town - in support of the adventurous, the crazy and the explorer.

With Greenpop, it has committed itself to planting and maintaining one tree for every 2000 cans that are sold and hopes to become among one of the first certified carbon neutral beverage businesses in the country.

More sponsorships

In the near future, it will be getting involved in more sponsorships, including the Wavescape Film Festival.

Bos is headquartered in Cape Town, with branches in Johannesburg, Pretoria, KwaZulu-Natal and port Elizabeth. The brand is available in Woolworths and Makro, select Spar and Pick n Pay outlets, and at Vida e Caffe and Melissa's deli chain.

For more, go to www.bosicetea.com and www.bosbrands.com, and follow @BOS_Ice_Tea on Twitter.