Savanna Cider Keeps Its Cool At Tesco

Savanna Cider, the leading cider brand from South Africa, has launched a unique Chill Pack in anticipation of a hotter summer, which is on promotion at participating Tesco stores.

The specially designed Chill Pack is a clever variant on the brand’s current packaging; a rigid plastic lining has been placed inside the existing box to contain the ice, chilling the contents and ensuring it is leak proof.

The Chill Pack still has space to hold the customary 12x 330ml bottles of Savanna Cider and is reusable.

On sale at participating Tesco stores during the summer at £11.99 and supported with an offer of a free bag of ice worth 99 pence, the Chill Pack is part of Savanna Cider’s substantial marketing programme for 2007.

Chris Bowen, managing director of Babco UK Ltd, the company responsible for distributing Savanna Cider in the UK says: “Part of the culture surrounding Savanna Cider is drinking it chilled with a lemon or lime squeezed into the bottle neck. So there is a natural progression to promote the brand using a medium that allows the cider to be kept cool. In addition, the brand reflects its South African heritage, a country renown for braais (barbeque) and what better way to ensure the drink remains cool and refreshing than a portable ‘fridge’.

“Seasonal and tactical marketing initiatives are one of the strongest support elements of a brand, particularly one that has known fluctuations in sales volumes through the year. It is as important to support a brand during its peak sales periods as it is the more quiet ones.”