According to Cintron Africa CEO, Victor Edozien, the plan was always to retain a presence in South Africa, and particularly in the Western Cape, subsequent to the 2010 FIFA World Cup. However, the products went down so well with local consumers that the group is now looking for distributors nationwide eager to help the company expand its toehold outside of the Cape. "The product is one of the first US brands to understand that South African beverage consumers do not have the same appetite for overly-sweet, sugary drinks that Americans have and consequently, it uses no high-fructose corn syrup."
The company imports all of its products from Miami, which retailers will understand adds to the appeal of the product amongst upwardly-mobile South African consumers. "Not only can we offer a premium imported product at a reasonable price, it reportedly the only energy drink in this country that is available in the green tea and juice product extensions suitable for all age groups."
Adding to its retail appeal is that it was the official sponsor of R&B superstar Akon's 3-8 June South Africa visit, which it used to build its brand awareness and identity in the local beverage market.
The company has signed agreements to bring at least one international musician to South Africa every year. "Akon's recent tour to South Africa vividly illustrates the kind of top-shelf events we will continue to bring to this country," said Edozien. He added that the company has also established a social responsibility partnership with South African umbrella charity The Trust aimed at combating the scourge of human trafficking in South Africa. According to him, "We plan on having more events where we bring a number of international artists who have a strong affinity or desire to perform in Africa, are advocates in the fight to stop human trafficking and we believe are in alignment with our long term branding positioning."
For more information regarding retail opportunities, go to www.cintron.co.za.
