A uniquely South African energy drink, Shesha, is taking on the global giants intending to resuscitate and revitalise the local sugarcane industry.
This drink is produced by Womoba, a subsidiary of the not-for-profit SA Canegrowers, and officially launched in December 2024.
The drink has since expanded its availability and is now sold nationally through Takealot and Makro’s online stores and at select retailers in KwaZulu-Natal.
According to SA Canegrowers, the drink is a world-first in that it is made from the juice extracted from fresh, raw sugarcane, rather than processed sugars.
The sugarcane stalks are peeled and crushed to form the base of the drink, and it is all produced and canned in KwaZulu-Natal. It is available in four flavours: Original, Lemon & Lime, Orange, and Ginger Beer.
Kiki Mzoneli, a sugarcane grower from KwaZulu-Natal and board member of SA Canegrowers, said that the energy drink is also part of the resilience of the local sugarcane industry.
“Every can of Shesha supports local jobs, sustains families, and strengthens rural economies in KwaZulu-Natal and Mpumalanga,” he said.
The profits from Shesha sales are also used to benefit the local growers and are pumped back into the rural economy.
As the sole shareholder in the initiative, SA Canegrowers — which represents all 24,000 small-scale and 1,200 large-scale South African sugarcane growers — is driving efforts to diversify the industry beyond traditional sugar production.
“The launch of Shesha marks a key step in this strategy to create new, sustainable revenue streams for growers and rural communities alike,” the group said.
Notably, the national launch of Shesha comes at a time when consumers are seeking smarter, healthier energy drink solutions.
Brands like Monster and Red Bull have long dominated the sector, but alternatives are rapidly expanding, including the 2024 viral sensation PRIME.
Notably, Monster has strong ties to South Africa, with two South Africans, Rodney Sacks and Hilton Schlosberg, who built the brand into the multi-billion-dollar global powerhouse it is today.
Several other South African energy drink brands have also become prolific over the years.
Alternative Power beverage company, established in 2014, produces Switch Energy, which comes in 28 variations and is sold in nine countries.
Other local brands, such as DJ Sbu’s MoFaya Energy and Slayer Energy, have also gained traction, being stocked at select national retailers and sold online.
According to SA Canegrowers, its ambitions with the Shesha Energy drink are along a similar path, with the group aiming for international distribution down the line.
Not just energy drinks
As South African energy drink brands eye international success, local low-sugar soda producer, Pura Beverage Company, is already making waves.
The group recently secured a R260 million investment to aid its push into global markets, especially the United States, where it has already seen success.
The group, which is headquartered in Cape Town and in the UK, is currently reshaping the non-alcoholic beverage market as consumers seek out ‘clean-label’ low-sugar sodas.
The company has become a South African staple and is widely available nationwide in grocery retailers and restaurants.
It has shown remarkable growth since its launch in 2017. It was voted product of the year for innovation for 2020 in the cold beverage category and the best-tasting non-alcoholic beverage for 2019.
Pura’s has already recorded success in the US market, crossing $1 million in sales on its launch day and attracting interest from American retailers, including the likes of Walmart, Target, Whole Foods, and Costco.
In the past 12 months, US sales of beverages with 100% natural cane sugar have grown by more than 50% to over US$600 million in revenue.
The wider beverage industry is valued at around $1.46 trillion, and is expected to reach an estimated $2.1 trillion by 2030.
This segment encompasses products such as carbonated soft drinks, bottled water, fruit juices, energy drinks, and functional beverages.
Pura said the investment will be leveraged to accelerate its market penetration, brand building and marketing across the globe, and will provide the funds required to increase and support product listings across major retailers.
This will be focused predominantly in the USA, but also in other international territories. The drinks are available in 13 countries globally. – BusinessTech