The Sunday News
Dumisani Nsingo, Senior Business Reporter
A SOUTH AFRICAN beverages manufacturer, Breva Beverages Company, which is wholly-owned by a Zimbabwean entrepreneur has set sights at fortifying its regional market share and spreading its footprints across the region.
Breva Beverages Company is a producer and marketer of premium alcohol free beverages.
The flagship brand of the company, Breva, a craft soft beverage, which is packed in a green glass flint bottle was launched into retail in September 2014 in South Africa following almost three years of research and development.
The craft soft beverage is malt based and fruit flavoured and comes in four variants namely apple, passion fruit, peach and pineapple. The company sources its raw materials in South Africa and imports some from Europe.
Breva Beverages managing director, Mrs Gladys Mawoneke said the company’s brand has managed to grab a large chunk of the market niche in South Africa.
“Breva is sold in Pick n Pay outlets nationally in South Africa as well as in Spar outlets in the Western and Eastern Cape provinces of South Africa, Shoprite and Checkers liquor outlets in the Western Cape and other independent retail. We also bottle the product for Woolworths under the brand name Woolworths non-alcoholic malt brand. We currently export to Zambia and to Botswana,” she said.
The company has set sight at exploring markets trading in major and less volatile currencies to ensure the profitability and viability of its business.
“We are looking for regional and overseas markets that have growth potential and with stronger currencies that are less volatile. The regional markets offer immense opportunities for our brand because of the potential for a higher per capita consumption of soft beverages. With improved infrastructure, increased urbanisation, growing middle class consumers and a young emerging market population that is brand conscious, we see great prospects for the brand in Africa,” Mrs Mawoneke said.
The company’s factory in Wellington has a capacity to produce 1 200 litres per hour with an option of increasing volumes for export production.
“While the sector is so cluttered and competitive there are opportunities for players who are able to provide innovative solutions for consumers and meet the demands of their target market. We have made inroads in the market because we provide our consumers with a great tasting product that competes head and shoulders above any soft beverage globally.
“Secondly, because we have built a brand for a niche market that is looking to tap into a glamorous image and lifestyle that neither juice, teas nor colas can offer. It’s a brand for consumers who want a brand that recognises and celebrates the courage it takes to be yourself and stay true to your values in a rapidly shifting and transient world.
We sell refreshing indulgence,” Mrs Mawoneke said.
The company decided to venture into the manufacturing of non-alcoholic beverages after realising that the better part of the South African and worldwide populace did not consume alcoholic beverages.
“The number of people who do not drink alcohol is higher than the perception created. In South Africa, by way of example, approximately 65 percent of the population does not drink alcohol and I want to believe that the percentage is higher in Zimbabwe. Those who drink alcohol do so very effectively and are very vocal thus creating a perception that most people drink . . ,” Mrs Mawoneke said.
