Skelter's Straight is made with pearl malt and is positioned in the competitive flavoured alcoholic cooler segment. The brand has 6% alcohol by volume and is targeted at both female and male consumers, with a specific 18-34 age profile.
Packaged in a premium flint (see through) bottle, it will be made available from today in a 330ml pack nationwide, with a 660ml test pack available initially in the Cape.
Company spokesperson Janine van Stolk said the brand was deliberately extrovert, energetic and bold and was designed to complement the company's offerings of the Brutal Fruit, Sarita and Redd's ranges.
“Our planning teams have worked hard to ensure that stock levels will be sufficient to sustain us through this initial launch period.
“During 2007, we increased our level of product innovation to match competitor activity with the launch of a new lemon flavour variant of our Brutal Fruit offering and Sarita, a new apple flavoured malt drink. Such was Sarita's success that we launched a variant, Sarita Ruby Dry, earlier this year and another Brutal Fruit variant, Passionate Peach, in November last year.
“We deliver strong brands that are credible, desired and relevant – we employ the best technology and product development to ensure consumers enjoy superior enjoyment value for the price they have paid. We believe that our consumers are able to see the clear and different, yet individually compelling stories emerging for each of Sarita, Brutal Fruit and Redds. The new brand will similarly enjoy consumer differentiation and significant support.
“All of our brands in this market are enjoying growth in the category and relative to other liquor categories, so we believe the time is perfect for us to launch a new brand in this category.”
For the six months of the 2008 financial year (to 30 September 2007) SAB reported strong growth in its flavoured alcoholic beverages portfolio.
