Teazy’s Entrance Into South Africa’s Premium Rtd Market

Teazy’s Entrance into South Africa’s Premium RTD Market

South Africa’s ready-to-drink (RTD) market welcomes a new player with the debut of Teazy—a premium hard iced tea that merges local heritage with a refined, sophisticated edge. Blending the rich, earthy notes of Rooibos with a premium vodka base, Teazy is a distinctly South African brand that brings sophistication and a touch of intrigue to each sip.

Crafted entirely in South Africa, Teazy delivers more than just a drink; it’s an experience that celebrates local heritage with an innovative twist. Bold and unapologetically different, Teazy stands out as an original in the RTD market. With each sip, drinkers reconnect to their roots, embodying the spirit of a South Africa that is both classic and adventurous. Teazy combines a playful nod to local pride with a smooth, velvety finish, perfect for moments that deserve an extra touch of refinement.

Teazy’s three flavours—Mixed Berry, Peach, and Passion Fruit—are crafted to offer a uniquely South African experience. Each can contains only 110 calories, making it a lighter alternative for health-conscious consumers.

Teazy brings a distinctly South African flavour to the RTD category, supporting local industries by keeping its production exclusively within the country. From the Rooibos tea to the premium vodka base, every component is locally sourced and crafted, celebrating South African expertise and quality with every can.

The RTD and beverage market in South Africa is on the rise, with a projected annual growth rate of 5.19% from 2023 to 2028, expected to reach a market size of USD 24.47 billion by 2028. This surge reflects a growing consumer preference for convenient, unique, RTD beverages that fit seamlessly into a dynamic lifestyle.

Teazy launches at an opportune time. South Africa’s RTD market is sustained by a youthful, dynamic middle class and a growing base of female consumers seeking convenience without compromising quality.

South Africa’s RTD landscape is primed for locally inspired brands like Teazy. RTDs in Brazil have captured substantial market share by embracing trend-driven flavours, Teazy is poised for similar success with a lineup of flavours like mixed berry, peach, and passion fruit, each delivering a uniquely South African experience.

The Golden Kiss Campaign: Adding Allure to Every Can

As the global RTD market grows, South Africa is following suit with a demand for high-quality, convenient beverages. In a landscape where experiences often hold more value than material goods, Teazy’s launch campaign exemplifies how brands can foster deeper connections with consumers by offering something truly out of the ordinary.

The “Golden Kiss” campaign is designed to spark excitement with a sense of mystery and exclusivity. With only 15 ‘Golden Kiss’ cans out of 110,000, Teazy taps into the appeal of rarity and the thrill of an exclusive prize, motivating consumers to participate in the hunt and drive purchase decisions based on the excitement of possibly holding a rare, winning can. Hidden among 110,000 cans distributed nationwide are just 15 Golden Kiss cans, each featuring a unique code redeemable for R25,000.

The shimmering golden liquid inside sets these cans apart, making each sip a Golden Kiss experience. With this treasure-hunt concept, Teazy transforms every can into an adventure, inviting consumers to enjoy a sip while searching for something extraordinary. This campaign taps into the thrill of discovery, turning each purchase into a potential reward, and taps into the desire for exclusivity that today’s consumers highly value.

“The Golden Kiss isn’t just a prize,” says Zander Matthee, Chief Marketing Officer of Teazy. “It’s an invitation to discover something special. By offering a premium product wrapped in an experiential marketing campaign, Teazy showcases how exclusivity can drive consumer interest and purchasing behaviour in the RTD market.”

Teazy is available at Checkers Liquor stores. Each can offers an invitation to explore, discover, and potentially win big. With Teazy, every sip is an experience, offering a premium, distinctly South African adventure.