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Glacéau Vitaminwater is launched in South Africa
Coca-Cola has launched Glacéau Vitaminwater in South Africa, the sixth country in the world and the first in the African continent for the product to be officially rolled out by the beverage giant.
The drink will be sold at select retail stores in Johannesburg and Cape Town, with a launch in Durban to follow in September 2009.
Last year, Coca-Cola began the global expansion of Glacéau Vitaminwater, launching it in the UK and Australia. In 2006, the beverage produced sales of more than $350m. The product is also available in the US, Mexico, Canada and New Zealand.
Market analysts have reportedly commented that the product’s premium price will limit the market for the drink in the country. Chris Gilmour of Absa Investments has noted that the product may be more relevant in developed markets than in poorer ones, as its appeal may be limited to high-income “faddists”.
In 2007, founder Darius Bikoff agreed to sell the Glacéau business to Coca-Cola for $4.1bn, with rap star 50 Cent scooping $400m from his 10% stake earned as part of an endorsement deal for the brand.
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