Heineken launches Savanna premium cider in 500ml cans  

SOUTH AFRICA – Heineken Beverages, a subsidiary of Heineken N.V., has rolled out Savanna Premium Cider in a new 500ml aluminium can format, enhancing accessibility and convenience for South African consumers. 

According to the company, the lightweight, travel-friendly design chills quickly and is tailored for outdoor enjoyment, aligning with South Africa’s vibrant summer culture. Marketing communications manager Kayla Hendricks described the innovation as more than a packaging change.  

“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,” she noted. 

The cider, crafted from apples and fermented until dry before being cold filtered, carries a distinctive toasted oak essence. Known for its refreshing, crisp finish, Savanna Dry is traditionally served ice cold with a lemon wedge. 

The launch comes shortly after Heineken secured a regulatory win in a dispute with South African Breweries (SAB) over Brutal Fruit advertising.  

The Advertising Regulatory Board (ARB) recently upheld Heineken’s complaint regarding SAB’s use of the term “demi sec” in promoting Brutal Fruit beverages. 

Heineken argued that SAB’s reference to “demi sec”—a term commonly associated with semi-sweet wines—was misleading, as Brutal Fruit beverages are legally classified as “grain fermented alcoholic beverages” under South African legislation.  

The company further contended that the inclusion of wine and Champagne-style glasses in the advert reinforced a false impression of the product’s composition. 

The ARB supported Heineken’s claim, confirming that the phrase “demi sec” in South Africa is almost exclusively used for wine-based products. The board emphasized that SAB’s portrayal was not humorous or exaggerated but presented as authentic, potentially deceiving consumers. 

As a result, SAB has been ordered to eliminate all references to “demi sec” from its Brutal Fruit advertising. The ARB also instructed its members to reject any future campaigns using the disputed descriptor. 

With the introduction of the 500ml can and the favorable ruling, Heineken strengthens both Savanna’s market presence and its regulatory positioning in South Africa’s competitive cider and flavored alcohol beverage segment. 

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