South Africa – Heineken Beverages, part of Heineken N.V., has launched a 500ml aluminium can format for Savanna Premium Cider, expanding its cider offering in South Africa’s ready-to-drink segment.
The new packaging format is intended to offer a more portable and accessible alternative to existing pack sizes. The company highlighted that the lightweight can design chills quickly and is suitable for outdoor consumption. Kayla Hendricks, marketing communications manager, said: “Savanna’s 500ml can isn’t just a cider in a new pack, it’s a cultural stamp. Whether at festivals or private gatherings, the 500ml can unlocks new ways to enjoy Savanna’s crisp, dry experience on your terms.”
Savanna Dry, produced from fermented apples and cold-filtered, is known for its toasted oak notes and dry, crisp finish. It is traditionally served cold with a lemon wedge.
The launch coincides with a regulatory development involving a dispute between Heineken and South African Breweries (SAB). The Advertising Regulatory Board (ARB) upheld a complaint by Heineken challenging SAB’s use of the term “demi sec” in its Brutal Fruit advertisements.
Heineken argued that the phrase “demi sec,” typically used to describe semi-sweet wines, misrepresented Brutal Fruit’s composition as it is classified under South African law as a “grain fermented alcoholic beverage.” Heineken also contested the use of wine and Champagne-style glasses in the advert, claiming it created a misleading association.
The ARB agreed, stating that the use of “demi sec” was not exaggerated or humorous and could mislead consumers. SAB has been directed to remove the term from all advertising, and the ARB has advised members to reject similar future campaigns.