ASC takes on Savanna cider

China’s fine wine merchants, ASC has announced it has taken on premium South African cider brand, Savanna.

Owned by Distell, Savanna was launched in 1996 and has become South Africa’s leading cider export and the third-largest cider brand in the world, sold in 40 countries.

As China’s consumer market evolves, cider is becoming a fast-growing category for younger consumers looking to diversify their tastes.

“Our research shows that Chinese consumers love Savanna and it has all the potential to become the leading premium cider in China. We are absolutely thrilled to have ASC onboard as our partner to realize Savanna’s potential.” said Hans Hawinkel, CEO of Distell Haisheng.

“We are delighted to welcome Savanna Premium Cider. It is a great complement to our portfolio,” continued Bruno Baudry, CEO of ASC Fine Wines.

“ASC has enjoyed very good partnership with many brands belonging to Distell including Two Oceans, Nederburg and Fleur du Cap. The addition of Savanna will surely take the ASC-Distell partnership to new heights.”

ASC has 20 years in the China beverage market and has built up a solid network of customers in the on-and-off trade, wholesale direct sales as well as in e-commerce.