The South African Breweries has launched its latest innovation “Liberado” – a premium flavoured beer with tequila flavouring that will add to SAB’s award winning beer portfolio.
Inspired by the Latin American passion for freedom and self-expression, Liberado is the first flavoured beer with tequila flavouring to be brewed in South Africa. Its iconic mark is the golden eagle, a bold symbol of liberation and courage. It is brave and daring, capturing the vibrant party spirit of Latin America. Liberado is the call to come alive to the excitement of the night – a dare to stand up and live life courageously.
“Liberado is a brand boldly inspired by the vibrant and passionate Latin American sense of freedom, to encourage consumers to be liberal and boldly share who they are with the world. It speaks to beer lovers who don’t want to be boxed, tapping into the energy and expression evident with a new generation of consumers,” says SAB Commercialisation Manager Kudzi Mathabire.
“Liberado is a Flavoured Beer with a natural tequila flavouring complimented by subtle lemon-lime notes in its golden medieval inspired packaging, which captures the spirit of this new brand,” comments the brand’s creator and SAB Senior Innovation Marketing Manager Deborah Mc Donald . “SAB has always been at the forefront of innovation within the beer market in South Africa and we are excited about the addition of Liberado to our portfolio of brands.
The spirit flavoured beer sub-category has seen a number of new entrants globally over recent years with strong on-going growth, indicating that the sub-category is right on trend with consumers who are increasingly looking for experimentation and taste variety,” adds Mc Donald.
To support the launch, Liberado will launch an exciting brand campaign that will bring to life the spirit of the brand in all relevant communications platforms nationwide with partnerships like 5FM and Vuzu to name a few.
Liberado is available nationally in all leading urban liquor retailers in 330ml bottles & 440ml cans. Recommended retail selling price is R70 for a 330ml NRB (nonreturnable bottles) 6-pack and R80 for a 440ml can 6-pack.