Appletiser D'lights in new tastes

According to Andrea Shuttleworth, marketing manager at Appletiser SA, this category has a huge potential for growth in South Africa: "In the UK, for example, a 38% growth rate has been experienced, meaning that there is great opportunity here too."

More scope

Research international research agency Datamonitor shows that there is a desire among consumers for more scope in the gourmet beverage category. Three global behavioural trends among consumers have been identified, providing opportunities for growth this category:

• Sensory - people are experimenting more with flavours and exotic drink tastes.
  
• Health - people are more focused on personal well-being and health benefits are becoming a decision influencer.
  
• Connectivity - growing importance is attached to creating a lifestyle that is rich in relationships as well as experiences.

Appletiser is one of the frontrunners of this global trend in SA. D'lightiser is a sparkling taste sensation which combines an apple juice base with fruit and flower essences. Think apple and peach juice with a dash of passiflora, apple and pomegranate juice with a dash of rose; and apple and lemon juice with a dash of garden mint.

Changing social habits

"Notably, the social habits of women have changed over the last few years as well," comments Shuttleworth. "Women are going out with their friends more and more, looking for something more exciting to drink, something that reflects the growing sophistication of consumer tastes - and alcohol is not always what they are looking for". D'lightiser fits the bill here and will be marketed at the 20 - 25 year old woman.

D'lightiser is packaged in clear 260ml glass bottles, with a simple design embossed on the glass. It is the same shape as the iconic Appletiser bottle - in fact it was also designed by M&A Design, who was responsible for the creation of the new look Appletiser bottle in 2004.

Aesthetic

"As retail environments become more aesthetic, they demand products that are also pleasing to the eye. D'lightiser was designed to entice the consumer on all levels - the physical appearance as well as the taste," explains Shuttleworth.

As with Appletiser, the product contains no added sugar, preservatives or artificial sweeteners. It also has 30% less kilojoules than other fruit juices - allowing consumers to treat themselves without the guilt.

D'lightiser will be on sale in all supermarkets and garage forecourts, in addition to selected pubs, coffee shops and clubs.